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Full text of "Sponsor"



After the freeze lifts: 
i a report to spons<*p— p. 32 

Radio programing is bi^Jsiness^l9&f— see p. 4 

*M S <#t 


1951-1952 IIV INVESTMEN1 





le Blinder 

page 18 

Farm Radio 

page 25 

Dayton Uses 
TV for Pub- 
lic Service 

TV Camera 
Cuts Costs 

\\W& ACO^MUNIST FPU THE PBi' '12,500 







Ben Di 



? *OG« 

Al Tiffony-Agricullurol Sp< 




. . . Presenting all the basic, up-to-date information needed in 
the business of agriculture, to one of the greatest farm radio 
audiences in the Midwest. 

FARM WORLD TODAY, broadcast Monday through Saturday, 11:30- 
11:55 A,M., is an example of W LS specialized programming for a large 
and important selective market — those people, men and women, whose 
basic economy is dependent upon agriculture. Conducted bv Al Tiffany, 

W I S Agricultural Specialist, FARM WORLD TODAY boasts one of 
tin. greatest farm radio audiences in the Midwest. They listen for infor- 
mation essential to the business of agriculture . . . 

. New Crop Possibilities! 

• Forecast of important crop and livestock potentials! 

• labor sa\ing de\ ices — weather — markets! 

• Local, National and International news affecting agriculture! 

• Projects of leading agricultural organizations — 
including farm women groups! 

. . . all important to all members of Midwest farm families because of the 
growing significance of possible war economy; heightened interest in 
market reports; ever present concern over weather conditions, and the 
need to keep abreast of the verj latest agricultural developments. 

From your point of view, FARM WORLD TODAY offers tremendous 
Commercial possibilities. Sold on an economical participation basis, this 
program's inherent prestige yields quicker acceptance and firmer belief 
IT each sales message — begetting instant buyer action. 

Through vears of service to the vast agricultural industry, by such 

programs as FARM WORLD TODAY, W IS has emerged as the undis- 
puted agricultural leader in the Midwest — the result of planned program- 
ming and service by the largest informed agricultural staff in radio. 

Your Mian man lias complete details on W LS agricultural leadership. 


i, Market Specialist, 


How important 

is out-of-home 


Sponsors to 
spend $600 M 
on TV in 1952 

Silver Star blades 
starts $600,000 
news campaign 

New Ziv show 

boost to local 


DuMont launches 



Original SPONSOR research on radio listening in TV homes (see new de- 
partment, page 60) points up importance of out-of-home audien c e today. 
Data, gathered for SPONSOR by Advertest Research during first 2 weeks 
December 1951, shows only 8.1% respondents did most of their AM lis- 
tening out-of-home before buying TV set. After TV, out-of-h o me rises 
in relative importance with 18.3% listening most outside homes. Ad- 
vertest study, first of series commissioned by SPONSOR, was done in 
New York metropolitan area among 749 respondents. 

Sponsors will spend over $600 milli on on web and spot TV in '52. 
That's estimate made for SPONSOR by Bob McFadyen, NBC-TV sales plan- 
ning & research manager. In recent speech before American Marketing 
Association, McFadyen also said total TV advertising in '51 was abo ut 
$450 million — 2% times '50 total. P&G alone spent over $10 million. 

American Safety Razor C o rp. , Brooklyn (via McCann-Erickson) is launch- 
ing $600,000-plus early-morning news schedule over 70 radio AM sta - 
tions in 56 market s for Silver Star blades. Ad Manager Buddy Solomon 
told SPONSOR campaign is result of successful testing of "Frank Goss" 
3-times-weekly news shows on Columbia Pacific Network. 

Vitality of local radio programing , which has been given boost recent- 
ly by NBC launching of new co-op shows (Minute Man series), gets new 
push this month with release of Frederic W. Ziv Company show — "I Was 
a Communist for the FBI." Show has $12,500 weekly production nut, 
will bring Ziv invesement in new programing over past year to $2,548, - 
000 . Transcription firms are only radio entities now making big out- 
lays for new programing. 

Unlike AM webs, which waited long time before start of merchandising 
services for sponsors, Du Mont is first TV web to in i tiate me r chandis- 
ing department . New 3-man unit is headed by Edward Kletter, 44, ex- 
V.P. United Cigar-Whelan Stores. H? told SPONSOR: "Department will 
stress food, drug advertisers' point-of-sales merchandising, using 
cards, posters, promotional tie-ins." 

Ben Bodec joins SPONSOR as executive editor 

Ben Bodec, New York and Chicago tradepaper reporter and editor since the early 
'30' s and later advertising agency executive, became executive editor of 
SPONSOR effective 7 January. At J. Walter Thompson Bodec specialized in tal- 
ent and program development and at Kenyon & Eckhardt he served as talent and 
program buyer in addition to being a member of the radio/TV plans committee. 
He was also vice president in charge of radio and television for General Ar- 
tists Corp. In early 1931 Bodec joined VARIETY where he worked 14 years as 
reporter, radio editor, and associate editor. 

; York 22. $8 a 

Itl POICT TO SPONSORS for I l Ian nary l!>>2 

TV thaw to 

mean trickle of 

stations in action 

Metal shortages 

won't hit new 

TV operators 

Negro market's 
scope revealed 
in N. Y. study 

"Front Page 

Detective" bags 

3 sponsors 

Radio-only rep 

starts business 

with WDAF as 

first client 

Net billings 

down only 4.5% 
in 1951 

"Break the Bank" 
to CBS in 
time hassle 

If FCC lifts TV station "freeze" early spring (as expected, don't 
look for "any ba d bottlenecks" in getting equipment. That's view of 
F. P. Barnes, General Electric 's TV equipment salesmanager. He told 
SPONSOR GE already had sold more than 10 transmitters to would-be TV 
station operators who've put them in warehouses. Because of flood of 
station applicants, he predicts no more than "3 or 4" new stations 
will be on air in '52. 

Prediction above was corroborated to SPONSOR by spokesman for National 
Production Authority, Washington. Official said "we'll be allocating 
transmitter and tower material in new year — and metal shortages won't 
be serious." He expected "less than a handful" of new TV stations to 
be on air, all of them using VHF rather than experimental UHF trans- 
mitters. (For full details on f reeze-lif ting outlook see page 32.) 

Importance of Negro mark e t in New York emphasized in 6-month survey 
conducted by WLIB, independent specializing in programing to Negro and 
Jewish groups. Key findings: (1) Income of average Negro family has 
tripled since 1940; ( 2 ) 95.7% of all employable Negroes were working 
as of August 1951; (3) more than 200,000 New York Negroes have new 
homes; (4) Negro population in New York is 1,012,883, larger than 
Cleveland, St. Louis, Boston — or equivalent of sixth U. S. city in 
size; (5) Negro preference is almost exclusively for nationally adver- 
tised brand-name products. 

Manager Halsey V. Barrett, Consolidated TV Sales, reports 5 sponso rs 
buying Jerry Fairbanks film, "Front Page Detective," for national spot 
TV. New users of 59 episode half-hour whodunit shows are: Wine Grow- 
ers Guild of America (via Guild, Bascom & Bonfigli) ; National Brewing 
(Owen & Chappell) ; Blatz Beer (Kast or-Farrell'-Chesley & Clifford). 

Henry I. Christal Company , which on 1 January began actively represent- 
ing its first client, WDAF, Kansas City, is doing a turnabout by de - 
clining TV representation . Will specialize in b ig-audience radio sta - 
tions . WHAS, Louisville, joins Christal string 22 March; unnamed 
other stations may team up earlier. New York office is 300 Park Ave- 
nue; Chicago office is located at 333 N. Michigan Avenue. 

Despite gloom about network radio during 1951, P.I.B. figures for 
first 11 months of year show only 4.5% decline in net billings from 
same period previous year . Total in 1951 was $160,100,000, only $7,- 
600,000 below 1950's $167,700,000. ABC was down $2,000,000 from 
532,400,000; CBS was down $700,000 from $64,200,000; Mutual was up 
SI, 400, 000 from $14,800,000 ; NBC was down $6,300,000 from $56,300,000. 

Problem of clearing TV web ti me is. underlined by Bristol-Myers-NBC-TV 
hassle over "Break The Bank." Because sponsor, which had been with 
NBC 25 years, had shifted several radio shows to ABC, NBC sold "Break 
The Bank" Wednesday night slot to other advertiser. In huff, Bristol- 
Myers shifted Ed Wolf TV package to CBS-TV, beginning 13 January, Sun- 
day, 9-30 to 10:00 p.m. Radio "Break The Bank" is still on ABC. 




"Greater Cleveland 
is sold on WJW." 

5000 W. BASIC ABC 



Greater Cleveland's strongest signal 
sells for WJW advertisers. 

14 JANUARY 1952 


Why don't more advertiser* use farm radio? 

Farm publications get millions in consumer advertising, yet rural radio 
favorite medium of nation's farmers, is often ignored by general advertiser 

II on- Hay ton used l\ to sell « eivie project 

Ingenious air programing, high-caliber ad agency, and professional to 
helped Dayton sell its citizens on increased school tax 

liter the freeze lilts: a report to sponsors 

TV eamera mayic cut* cost 

Stay Beer use* three air media 

Griesedieck Western Brewery, No. I I in national beer sales, turned i 
print to $500,000 spot radio and TV budget: sales are spurting 

The one-shot: when and how to use it 

Oregon druy store uses sir-selling campaign 

llow ItMl helps boost sponsors 

This will be an array of nuggets gleaned from BMI's gold bor 
program tips at its increasingly popular air clinics 

Hon- hitrh have rates yone up in spot radio? 


I inn-buyers tee like and why 






P. S. 







COVER: One, 
scribed progra 
on local sponsor s 

in developing new big-time radio shows. Lat- 
est such is Frederic W. Ziv's "I Was A 
Communist for the FBI" taped series at $12,- 
500 a week. Discussing Ziv show costs are 
(left) Matt Cvetic, real-life hero of FBI, and 
(right) Ziv executive vice president John Sinn. 

Editor & President: Norman R. Glenn 

Secretary-Treasurer: Elaine Couper Glenn 

Managing Editor: Miles David 

Senior Editors: Frank Rasky, Charles Sinclair 

Department Editor: Fred Birnbaum 

Ass't Editors: Lila Lederman, Richard A. 

Contributing Editors: Robert J. Landry. Bob 

Art Director: Si Frankel 

Photographer: Jean Raeburn 

Vice-President- Advertising: Norman Knight 

Advertising Department: Edwin D. Cooper 
(Western Manager), George Weiss (Trav- 
eling Representative, Chicago Office). John 
A. Kovchok (Production Manager), Cynthia 
Soley, John McCormack 

Vice-President - Business Mgr.: Bernard Piatt 

Circulation Department: Evelyn Satz (Sub 
■.cription Manager), Emily Cutillo, Joseph- 
ine Villanti 

Secretary to Publisher: Augusta Shearman 

Office Manager: Olive Sherban 


hi I shed b 

': 510 Tudison Ave.'.' New" York 

Mirny Mill 8 2772. Chicago 01 

161 E. Grand Ave.. Suite 110. Telephone: superior 7-9863 

I. U» Angelei. 

hone: Hillside 8089. Printing (mice: 3110 Elm 

t coplei SOc. 

_ e.. New 1__ _ 
Ml-rray lllll 8 2772. Chlcigo Offlee: 

Sulle 110. Telephone: Superior 7-»*63 

'■'is7 sunset Iloulevjrd. U» Angelei. 
Telephone: Hillside 8089. Printing i — 
Ave . llHltiniore 1 I. Mil. Subscription 

Printed In U. s \ Addreu ull rorreipondence ti 


"The agency 
hnewy when 
they picked 



President, McCraw Distributing Co., Shreveport 


McCraw Distributing Co. is one of the largest and 
most successful farm-feed distributors in the Louisiana- 
Arkansas-Texas area.'' Their President is therefore in a 
perfect position to appraise KWKH's impact in rural 
areas. Here's what he recently wrote us: 

jljL few months ago I was named distributor for 
Nutrena Feeds in the Shreveport area, and I was 
rather amazed to learn that the manufacturer, Cargill, 
Inc., was using only one radio station, KWKH, to 
cover this area. Now I know why. This station 
reaches most of the farm families in my territory. 
They are thoroughly familiar with the product and 
with the radio program. Also, I have found this radio 
advertising helps me a lot in lining up new dealers. 
Those boys at the Bruce B. Brewer agency certainly 
knew what they were doing when they picked 

Study No. 2— Spring 1949 
KWKH's daytime BMB circulation is 303,230 families, 
daytime, in 87 Louisiana, Arkansas and Texas counties. 
227,701 or 75.0% of these families are "average daily 
listeners". (Nighttime BMB Map shows 268,590 families in 
112 Louisiana, Arkansas, Texas, New Mexico, Mississippi 
and Oklahoma counties.) 

(Signed) Gray McCraw' 



50,000 Watts • CBS 



The Bran ham Company j AmIVj»m«j«« 
Representatives ArkatlSaS 

Henry Clay, General Manager 
"A Shreveport Times Station" 



that's what 
you like about 
the South's 

Baton Hinnje 

Growth in population up 2.i7'< 
since L940; 

Growth in industry over v Il!7 

million in plant expansion alone 
alreadj announced for 19~>2: 

Growth in buying power with a 
market index '!l ' i above the 
^t.itc ■'-. and In' i above the na- 
tion's, average; per-famiry-effec- 
tive-buying-income up 157%; 

Growth in dwelling units up 92% 
since L940. 

Take advantage t»f the sides 
potential of this dynamic mar- 
ket — get on ff'JftO, the power- 
house station of Baton Rouge. 

NBC's fVl 5,000 watt affiliate in Baton Rouge, la. 

£! V 'WBRL(FM) 




ill liliis 


Robert J. La 

On bfoiritif/ off people's eyebrows 

It i-. this column suggests, a fine thing for the industry, and art. 
of television thai there is (starting this week i a series of programs 
frankl) dedicated to "experiment." We refer to CBS' third incarna- 
tion of the Columbia Workshop which, as a radio series, ran from 
the summer of 1936 through the spring of 1942: then was revived. 
for 52 week-, in 1946. Television's need of a Workshop is greater 
than was radio's, for TV tends, because of program costs, to practice 
a deplorable sameness lor a medium so young. 

In its time the Columbia Workshop was perhaps the most famous 
"prestige* 1 series of all radio, excepting onl\ the far-more-costly 
Toscanini concerts at NBC. Curiously enough the Workshop story 
was never painted on anything like full canvas until 12 & 26 Feb- 
ruary 1951. when this publication featured a two-part histor\ . The 
research for these articles proved formidable indeed since Workshop 
myth kept getting in the wa\ of Workshop fact. Some weeks the 
CBS publicity department had been the unstarred star, its effusions 
flying well ahead of the actual studio performance. But no matter the 
razzle dazzle, no matter the obscure boundary between Workshop 
art and individual ego or the saga that was mostly ga-ga. The 
WOrkshop was in 1936 and 1937 "Very definitely the bright young 
radio man's kind of show. Network officials awakened to aspects of 
their medium they had not suspected. Advertisers had their eyes 
opened. English professors were suddenly qui vive to a new art. 
Writers competed for the honor of selling the Workshop a script.'" 

It is fair to emphasize the "publicity " side of the original Work- 
shop. Way back in FDR's second administration CBS never had it 
so nice, publicity-wise, thanks to the Workshop. There were won- 
derfully lucky breaks, including the unrestrained infatuation, just 
then, of Time magazine with anything written for radio by Archibald 
MacLeish. "For nearly a year and a half Irving Reis did pretty 
much what he liked, subject only to budget. Perhaps nobod) in radio 
history ever for so long a time, as human rapture is reckoned, en- 
joyed comparable carte blanche" in production as did the founding 
father of the Workshop. 

* * * 

"In mans direct and indirect wa\s the Workshop stimulated ad- 
vertisers, agencies, writers, directors, critics. It led a vitalizing 
stream of new ideas, brains, blood, and personalities into the me- 
dium." It often "broke rigid limits needlessh imposed upon the 
medium b\ narrow minds. 


should pra\ that hist 
i Please turn to page 


better performance o 

Hooper Ratings Average Higher 
Than Any Other Memphis Station. 

The quality of programming, the tonal 
qualities, the first class professional at- 
mosphere of its presentations — all con- 
tribute their parts to the welcome 
reception given to WREC as the first 
station in its rich 76 county market — 
one of the country's best and most pro- 
lific sales units. 

Affiliated with CBS RADIO 
600 Kc. 5,000 WATTS 

Memphis No. I Station 

Represented by 

14 JANUARY 1952 

average nighttime rating 14 — 

already KNXT has climbed 

. IS",., MSI. IkNM) Wll- l-HS I. I.M-lon ,-.,lil|,,lit. 

i control of ki^i 
on ihowa moved to KTSI 
(Ml ktbi beeeme KNX1 moved toMt Wllso 

ww I'cli-iiiiNf r<'i><>rtt-.l on thi- nrw Omnn.'l Z. 

a first-place tie! 

Look what's up in L.A.! From fifth to first 
in '51 ! It's the success story of the year in America's second 
television market. 

In the first Telepulse survey since KNXT moved to Mt. Wilson 
(with 10 times more power), the new Channel 2 is tied for 
first in average evening ratings throughout the week ! And in 
average evening share-of-audience as well ! 

KNXT's viewing is way up, but KNXT's cost-per-thousand is 
down . . . down 18.5% since the start of the past year! 

And if KNXT is tied, it is not tied down. The new Channel 2 is 
iust starting as CBS Television's key station on the Coast! 

No wonder national spot advertisers have more than tripled 
their investment on KNXT during 1951. KNXT is head- 
and-shoulders highest as Los Angeles' best television buy. 

If you want to move up in the world in 1952, there's no 
limit to where you can go on . . . 

KNXT the new channel 2 

Los Angeles ■ CBS Owned ■ Represented by 

CBS Television Spot Sales 



IN '52? 

You'll leave little to chance if 
you include CKAC in your 
plans for the new year. Look 
at the facts: 6,000,000 let- 
ters received in 1951, almost 
all containing proof of pur- 
chase- a potential coverage of 
2 out of every 3 French 
radio homes in the entire 
Province of Quebec. There's 
a bright forecast for your fu- 
ture when you use Canada's 
greatest mail-puller 1 


CBS Outlet in Montreal 

Key Station of the 

TRANS-QUEBEC radio group 



i J. Young Jr. - New York, Chicago 
Omer Renaud & Co.— Toronto 


Marcus Cohn and I read sponsor; 
we enjo) particular!) your enlightened 
editorial page. But this is our time 
that you must have written the editori- 
al page after consulting with a day- 
dreaming optimist. 

The editorial of December 31 con- 
tains the following statement : 

"Don't he surprised to see television 
stations on the air in such now non- 
television areas as Denver. Portland, 
El Paso, Spokane and Des Moines 1>\ 
late summer." 

I'll bet you a lifetime subscription or 
a Cadillac convertible that there will 
not be a second television station in- 
let's say Portland — in the summer of 
1<J52 or 1953. In fact, it will be a real 
feat to get a station on the air in Port- 
land by 1 ( )54. 

I think the basic fallacy in your time 
estimate is due to this: you ignore the 
fact that in each of these markets there 
will undoubtedly be more applicants 
than available channels — thus necessi- 
tating a hearing. 

The chronology of events. I think, 
will be something like this: 

I hereafter 

Ins! of rxamincrs' Pro- 
posed Decisions released \pril. HI.").'' 

FCC Final Decisions an 
announced January, 1954 

If I'm not approximately right in 
regard to the chronology. I'll gladly 
pay for the lifetime subscription to 
SPONSOR — unless you prefer some oth- 
er magazine. 

Leonard H. Marks 
Colin and Marks 
Washington, I). ('.. 


All of us here at Leigh Foods were 

naturall) most interested in the cover 

story you carried in your last issue on 

I the Flamingo Swing-A-Waj premium 


Your editorial people did an excel- 

lent job in gathering the facts and pre- 
senting them in this piece. Also, the 
number of inquiries and responses we 
have had since this article appeared 
makes us realize the important reader- 
ship you have in the advertising field. 

MlLBURN McCARTY, Jk.. / .1' . 
Leigh Foods, Inc. 


Ma\ 1 register mj compliments on 
the article about network merchandis- 
ing in the 17 December issue of spon- 
sor? It is more than good reporting; 
there is an editorial between every line 
which to me demonstrates once again 
how deeply and conscientiously you 
strive to help sponsor and broadcaster 
co-ordinate their efforts to their mu- 
tual advantage. 

Merchandising by media is, of 
course, a controversial subject. At one 
extreme are those who virtually break 
their necks helping their advertisers 
sell products: at the other extreme are 
those who won't lift a finger. And in 
between are as many variations as 
there are people. The trick is to find 
out who does what. 

I recall an effort you made along 
that line last year ("Merchandising is 
like fingerprints'* — sponsor 23 August 
and 11 September 19501. I was grati- 
fied then that many of the stations em- 
ploying our service were included in 
your listing of "merchandisers" and I 
am gratified now to announce that 
they still believe in giving the sponsor 
their full cooperation. We recentlv 
polled them on iheir willingness to go 
beyond dealer letters, lobby displav. 
space advertising and personal check- 
up on dealers' counters and window 

Here are some of the answers we 
have received to our questionnaire: 
"We will try to locate wholesal- 
ers and/or distributors for products 
advertising on our station." 

The TeePee Stations. West Texas 

"We will make personal calls on 
retailers to urge them to push and/ 
or stork the advertised items." 

WCMW, Canton, Ohio 

"We will report to the advertiser 
the results of such efforts." 

WCBT, Roanoke Rapids. N. C. 

"We will allocate up to 5% of 
i Please turn to page 83 I 


"58,508 votes! Is everybody voting 

in WAVE'S Disk Jockey Contest?" 

If you think there's any other important 

advertising medium in Louisville, 

aside from WAVE, we won't say you're 

wrong. But for the past ten 

weeks, The Oertel Brewing Company's 

late-evening Disk Jockey Show 

(10:15 to 11:30 p.m.) has been pulling an 

average of 3,771 individual mail 

5000 WATTS • NBC 

pieces per week, plus 2,080 individual 

telephone calls. Emcee Bob Kay 

is swamped, and Oertel's '92 Beer is 

selling like mad all over the WAVE area. 

This in a market with six 

other radio stations and two television 

stations. Write us for 

all the facts — or ask Free & Peters ! 




Free & Peters, Inc., Exclusive National Representatives 


Happy Landing in Woodbury Whe 

America's first successful 
flight ended in Woodbury 
on January 7, 1793, after 
a 45-minute journey from 

%^}^^ *fvj 

L_J L 



There's sales significance in suburban, 
residential Woodbury . . . peaceful 
seat of Gloucester County. Signifi- 
cant is a "quality of market" index, 
16 points above the national average 
... a population of 10,000 in a town 
that sells $14,542,000 worth of retail 1 
goods. And don't forget any of 
Gloucester County's 91,000 residents 
— among them New Jersey's leading 
truck farmers. Remember, in this area 
three out of four families with radios 
listen regularly to WFIL. 


URST 1. 

met— His 

WILIIAM T. MARKS, Auto Serviceman 


Abbotts I 


- Folks iti and around Woodbury 

Woodburv housewives pu 

1,000 a year with the town's 

$4,083,000 worth of food every 

retail. He 

10 automotive dealers. He is the repair 

the town s 37 grocery stores. He 

. I % lister. 

„ rul.ltls 

co WIIL 

shop foreman at Ace Motor Sales. 

nishings sales amount to 1700,00 

bu Cover All of America's 3 rd Market 



There are many towns like Wood- 
bury in Philadelphia's 14-county Retail 
Trading Area . . . where 4,400,000 
people really listen to their radios. 
And in every corner of America's 
3rd Market, you consistently reach 
two out of three radio homes with 
WFIL — wonderful opportunity to 
shape buying patterns that result in 
more than $4 billion worth of retail 
sales a year. There's a huge bonus 
zone, too, when you schedule WFIL 
. . . best buy in Philadelphia radio. 

dealer— His Woodbury Paint & Hard- 
vare Co. is one of Gloucester County's 
■7 hardware and building supply stores. 
jiTieir sales total $6,566,000 every year. 

HOWARD C. CRUMLEY, Dry Cleaner— 
In this town where 21 apparel stores do 
nearly a million dollars worth of 
business each year, his firm of Bain 
and Adams maintains a steady volume. 

Ifiotc yet a 


IN S"*, 




WFBM Radio Is First 
in Listening, Too! 

* First in the morning] 
•k First in the afternoon] 

• and a Great Big First at Night] 
50% more listeners at night than 
any other Indianapolis station. 

*• Hooper Rotings, February through April, 1951 . 

Says T. L. TADE, Manager 
Vincennes, Indiana 

'In Vincennes, we get liVFBM-TV best!" 

• When we interviewed Mr. Tade and other leading television set re- 
tailers in Vincennes, they estimated some 500 sets were already installed 
in Vincennes and Knox County . . . and, without exception they said 
"WFBM -TV is the station in this area!" 

That's why WFBM-TV is a big BONUS buy! On Indiana's famous 
"first station" you're selling the heavily populated heart of the State, 
with its 192,500 TV sets — and you also reach an additional well-monied 
audience you can count in thousands. They are the folks in large towns, 
small communities and on the farms outside our 60-mile area who 
regularly tune in the only station they can get — WFBM-TV! 

Your clients distributing in Indiana will appreciate your telling 
them this story! 

♦Source: BROADCASTING -TELECASTING, January 7, 1951 

*?Oi4£ 4*t *)acUa*ta 

, ^^pB I A i i : J i i P m, M 


New and renew 

14 JANUARY 1952 

I. J\'cmj on Radio Networks 


Father Knows 

; Th 8-8:30 pm; 10 Jar 

Kellogg Co 

Kellogg Co 
Kellogg Co 

Kraft Foods Co 

Lever Brothers Co 
R. J. Reynolds Tobae 




Sunday News Special; Sun 5:55-6 pm; 6 Jan; 52 w 

& Rubicam 



Sanka News Roundup; F 9:55-10 pm; 28 Dec; 52 w 




Joe Emerson's Hvmn Time; M-F 3-3:15 pm ; 2 1 I>. 
52 wks 



The Big Hand; M 8:30-9 pm; 14 Jan only 



Hollywood Star Playhouse; Th 8-8:30 pm ; 17 Jan 

& F.ekhardt 



Tom Corbett, Spaee Cadet; T, Th 5:30-55 pm; 1 Ja 
52 wks 




Carl Smith; M-F 3:45-50 pm; 3 Jan; 52 wks 



1<> t 

Wild Bill Hickok; M. W, F 5:30-55 pm; 31 Dee; 

ter Thompson 



Queen for a Day; M. W, F 11:30-45 am; 1 Jan; 



Big Town; W 8-8:30 pm; 2 Jan; 52 wks 

n Esty 



Vaughan Monroe; Sat 10-10:30 pm ; 5 Jan; 52 wks 




John J. Anthony; Sun 9:30-10 pm; 6 Jan; 52 wks 

& Holden, Car- 



John Conte Show; M-F 8:55-9 am; 1 Jan; 52 wks 

2. Renewed on Radio Networks 


PROGRAM, time, start, duration 

r & Gar 
r & Can 
r & Gar 

Electric Produ. 

: & Ruble 
n & Bowl. 



The Top Guy; \\ 8:30-9 pm; 31 Dec; 52 wks 



Defense Attorney; Th 8-8:30 pm; 31 Dec; 52 wks 


Frank Edwards and the News; M-F 10-10:15 pm ; 31 
Dec; 52 wks 



Rei:fro Valley Sunday Morning Gathering; Sun 8:30- 
9:15 am; 6 Jan; 52 wks 



Arthur Godfrey's Talent Scouts; M 8:30-9 pm : 7 Jan; 
52 wks 



Queen for a Day; M, W, F 11:45-12 noon; 31 Dee; 
52 wks 



Allan Jackson and the News; M-F 6-6:15 pm ; 1 Jan; 



Rosemary; M-F 11:45-12 noon: 31 Dec; 52 wks 



Big Sister; M-F 1-1:15 pm ; 31 Dec; 52 wks 



Ma Perkins; M-F 1:15-30 pm; 31 Dec; 52 wks 

( Its 


Young Dr. Malone; M-F 1:30-45 pm ; 31 Dec; 52 wks 

( Its 


Guiding Light; M-F 1:45-2 pm; 31 Dec; 52 wks 



Brighter Day; M-F 2:45-3 pm; 31 Dec; 52 wks 



Gabby Hayes Show; Sun 6-6:30 pm; 6 Jan; 52 wks 



Grand Ole Opry ; Sat 9:30-10 pm ; 5 Jan; 52 wks 

( Its 


Pursuit; T 9:30-10 pm; 1 Jan; 52 wks 



Sunoco Three Star Extra; M-F 6:4S-7 pm ; 14 Jan; 52 



Sammy Kaye's Sylvania Sunday Serenade; Sun 5-5:30 
pm; 6 Jan; 13 wks 

( Its 


Grand Central Station; Sat 11:25 pm; It Happens 

Every Day; Sat 1:25-30 pm; 29 Dec; 52 wks 
The Voice of Prophecy; Sun 9:30-10 pm; 30 Dee; 

I & Fckhardt 

• In next issue: New and Renewed on Television (Network and Spot) ; 
Station Representation Changes; Advertising Agency Personnel Changes 

Geo. W 




Ralph E. 




Scott Dc 




W. Fine 




Robt. B. 




New and renew 14 January 1952 

3. New National Spot Radio Business 




Best Foods Inc 

ii. o 

Oats Benton & Bowles S 

1 lotion BBDO INI.) t 

veral mkts Annc.nts; 17 Feb; 22 wks 

< fa ■• Tl.,i„ Sales 


<> -I..- Annemts; 7 Jan; 13 wks 


Curtis Publishing r.o 


lav magazine BBDO IVY.) N 

ill Chain breaks; 16-2S Jan 

Griffin Manufacturing 

polish Bermingham. Castle- N 

ill; warm weather Annemts; 28 Jan; seasonal 

man A Pierce 



Penick S Ford Ltd 

Mv-T-Fim- dessert- BBDO (N.Y.) 40 mkts Parti.: mid-Jan; 1 :t v,k. 

4. National Broadcast Sales Executives 




Margaret Alrott 

Kata, N.Y., member sis dept 

Same, sis sve mgr for radio, tv 

John B. lli-.Mll 

Benton & Bowles, N.Y., vp 

Charles King Radio Productions Inc, N.Y.. board 

Gale Block) Jr 

John Blair. Chi., acct exec, vp 

Same"! Ts'o creative sis work assignment 

George W. Brett 

Katz, N.Y., vp 

Same, also dir radio, tv sis policy 

Robert J. Brizzolara 

Esquire, Coronet, Chi., newsstand prom 

United Television Programs Inc, Chi., adv dir 

Fred Brokaw 

Panl H. Raymer Co. Chi., head middle 
west, west coast operations 

Same, N.Y., exec vp 

Ralph E. Dennis 

ABC, N.Y., member net tv sis staff 

Katz, N.Y., member tv sis staff 

Charles F. Dilcher 

John Blair, Chi., acct exec 

Same, mgr 

Scotl Donahue Jr 

Katz, N.Y., asst sis mgr for tv 

Same, sis mgr (tv) 

George R. Dunham Jr 

CBS-TV, N.Y.. eastern sis mgr spot sis 

WCBS-TV, N.Y., gen sis mgr 

Jam,. G. Eberle 

WWJ, Detroit, pub affairs mgr 

Same, radio sis mgr 

William H. Finrshribrr 

MBS, N.Y., vp in charge prog 

M. M. Fleischl 

WMCA, N.Y., acting gen mgr 

Paul Godofsky 

WHLI, WHLI-FM, Hempstead, N.Y., stn 

Same, pres, gen mgr 

Kokcrt B. Hanna Jr 

TRCB, WGY, WGFM, Schenectady, sins 

Same, mgr broadcasting stns dept 

Jack Hetherlngton 

Gardner, St. L., timebuyer 

Adam J. Young, St. L., office mgr 

Hub JackBon 

Joseph Hershev MeGillvra. Chi., mgr 

Same, also vp, dir 

Morris S. Kcllner 

Katz. N.Y., asst sis mgr for radio 

Same, sis mgr (radio) 

John B. Lanigan 

Time, N.Y., consumer adv specialist 

ABC, N.Y., vp in charge tv 

Frank C. Oswald 

WGAR, Cleve., auditor 

Edward Lamp Enterprises. Cleve., asst to pres 

Wendell Parmelee 

WWJ, Detroit, sis mgr 

Same, natl sales liaison 

A. A. Schechter 

Crowell-Collier Publishing Co, N.Y., vp 

NBC-TV, N.Y.. gen exec 

Howard J. Silbar 

WOOD, Grand Rapids, prom dir 

Same, also sis sve mgr 

Paul Ticn.fr 

Paul H. Ravmer Co. NY., eastern sis mgr 

Same, Boston, office mgr 

Dean R. Upson 

KTBS. Shrevrport. La., ron.nl mgr 

WAPI, WAFM, Birm., radio operations mgr 

Robert W. Ward 

WJJD, Chi., sis rep 

Dirk Winters 

WINS, N.Y., pub mgr 

Same, d,ir prom, pub 

5. Sponsor Personnel Changes 




Fd Altshuler 


ye-Halbert Distributors. L. A., publicity 

Same, natl marketing dir 

Henry Dorff 


red J. Silbcrstcin-Bert Goldsmith. N.Y., acct 

Gruen Watch Co, N.Y., adv dir 

Alfred Gussin 


th Carpet Co, N.Y.. adv mgr 

Same, adv dir 

Ray Mce 


neral Time Corp <W lox .llv). La Salle. 

III., asst adv mgr 

Same, adv mgr 

Henry M. Srharhte 

rden Co, N.Y., natl adv mgr 

Same, adv dir 

Edward II. Smythe 


ckwood & Co, Bklvn.. mgr, sis. adv. brand- 

General Foods Corp, N.Y. (Walter Baker chocolate 

ed goods 

and cocoa div), sis, adv mgr, grocerv store prod 

6. New Agency Appointments 

PRODUCT (or servic 

( arpenter-Morton Co, Everett, Maaa. 

Household, in 

Deepwater Sea Foods Ine, Boothbay llarbo 

r. Ma. 

Live lobsters 

Free Methodist Church, Weal Lawn, Chi. 

Free Method! 
America d 

Numbers after names 

Frott] Crema Products Inc, St. L. 

Ccml-Curl ho 

refer to New and 

William Horn & Co. Dallas 

Sea Feast sal 

Renew category 

Jrttronairr Inc. McKce-porl. Pa. 

Heating systc 

Hub Jackson (4) 

King Midas Flour Mills, MnpU. 

Flour produc 

M. S. Kellner (4) 

Lama Linda Food Co. Arlington. Calif. 

Gravy Qulk 

Frank C. Oswald (4) 

MaU Ftnai Corp. Shelby, V (. 

Finance firm 

A. A. Schechter (4) 

Mason « Mason Inc, Chi. 

Mason's root 

H. M. Schachte (5) 

Moeller Nig Co, Racine 

Bottle stopper 

North Mar Airroach. Chi. 

Vir travel 

Church of Not 


....... Crecnthal, 






e & Albright 
C. Dowd, B 




eily Associat 

s, Roothha. 



r F. Bennett 
n, St. L. 




Workman, D 




W. Frvr. Pittsb. 



enden A Ege 

, Chi. 



>d J. Robins.. 

1, L. A. 



r J. Klein. Charlotte 



g J. Rosenblo 

..... Chi. 



son & Tonne 




Icvcrlv Hill. 



■ & Reckkam 


KCBQ the Winnah.. 

and new 
* > champeen/ 

The New HOOPER Champeen . . . /';/ America's fastest growing major market* 

KCBQ is the most hstened-to station in San Diego 
according to the latest Hooper Index 

• San Diego — 
America's 3.W market — 
is America's first major 
market it) population 
growth.' The latest U.S. 
Census proves that 
San Diego has almost 
loubled ».,. ,040 

KCBQ up 14% in past year 

Old Champ down 24% in past year 

over the past three years -- 
KCBQ up 51% 
Old Champ down 34V 2 % 

a//, Hate 






ut t6e Tfatcottf 

N,GHT &»4. 

ut t£e TlcUiottf 

SOURCE: Hooper Radio Index— Unaililiat 
•d Stations Aug. Sept. <<>■ 




A. L. Blinder 


rciture Co., Chicago 

The depression year of 1932 was hardly considered a rosy time to 
start a new business, But. Milwaukee-born Abe Blinder did just that 
in Chicago — and to the satisfying tune of a million and a half dollars 
in volume the first year. 

Todifj . 20 years and three Chicago furniture stores later, plus one 
in Milwaukee, sales volume is well over $4,000,000. Abe Blinder 
unhesitatingly credits radio. "Radio built our business." lie >a\-. 
"As trade flourished, we added newspaper and TV advertising. But 
we still find it profitable to spend 60" of our current $350,000 ap- 
propriation on radio." I$2y 2 to 3.000,000 on radio alone since the 
first store was opened.) 

However, it's not just a question of money spent. Forty-five-year- 
old Blinder has definite ideas on radio sell. He reminisces: "When 
people responded to a radio advertisement in the "30's, it was a new- 
experience. They'd come into the stores to talk about the artists 
and radio itself . . . but they were skeptical of air ad claims. Today, 
radio is no novelty, so sincerity and style of copy are all-important. 
We play up the 'sell'; play down the 'personality'."' 

Neither "sell" or sinceritv are a problem for Blinder. He combines 
Loth with skill. His chief air outlets: Chicago's WBBM and WGN. 
with programing as varied and in good taste as the furniture he sells. 
Programs have run from an Irish balladeer (1933) and the first 
man-on-the-street show with Pat Flannigan I 1934), to a variety show, 
man-on-the-street stint currently on WGN. Also on the air, on 
WBBM, are Theatre of Thrills, sports, news and music shows. 

\ll this is directed at the family. "Women do the buying and men 
pa\. so both have to be thoroughly sold," Blinder believes. 

For this thorough selling, radio copy is limited to a maximum 
of five separate furniture items with prices always mentioned. News- 
papers ami TV complete the ad setting and help keep Nelson Brothers 
"First in Furniture." 

Still, Blinder won't settle hack into a comfortable Nelson Brothers 
easj (hair. Hobbies? None. For outside activities. Blinder main- 
lain- memberships in several Chicago and Milwaukee business bu- 
reaus and furniture associations. 


Dwighi Cr« 

on W HUM wit 

• • • 







APS now proudly 
announces the 
newest shining star 
in the greatest 
array of talent 
ever assembled in a 
transcription library 

Rosemary Clooney joins a great roster 
of great artists available to APS li- 
brary subscribers from coast to coast. 
All of them were carefully chosen for 
popularity, for genuine talent, for 
guaranteed listener appeal. 

Not the usual one-shot recording date 
. . . not the routine disc or two . . . 
but real continuity of performance 
. . . a dependable steady supply of 
fresh music . . . great depth of titles 
. . . that's the APS talent policy. 
The result is a sparkling library you 
can program from ... a library no 
other can effectively program against. 

thv library that pay* tor itneW* 

Assoeiated Program Service 

151 West 46th Street, New York 19, N. Y. 

Why pay for music you 
don't play? That's the 
reason so many Broad- 
casters use APS brand- 
new specialized librar- 
ies .. . smaller units 
taken from the famous 
APS full library ... at 
prices from $19.50 per 
month (one year only). 

* Number following artlstt' nam 
reverse page indicate current 
iclectlon by these artlttt In the APS library. 


New developments on SPONSOR stories 

•• \li«r midnight" 

13 February 1950, p. 28 

D.J.'s from coast to roast are pull- 
in <r sales for advertisers in the 
wee hours of the morning 

Radio d.j.'s are as numerous as TV cowboys and, like the video 
range riders, they're top hands at sales. One of the newest of the 
night owl tune spinners perking up advertiser ears is KFWB's Larry 
Finlev in Hollywood. 

His midnight to 4:00 a.m. program, the Larry Finley Show, started 
as a sustainer about three months ago. The locale: Kings Restau- 
rant, the "Toots Shor of Los Angeles." 

By now 11 sponsors have picked up the tab, including 330 Motors, 
Rhodes Jewelers, Berman's House of Style, Sampson Electric Com- 
pany, Biltwell Furniture Company, Roger Shoe Stores, TV Remote 
Control, Virgil Appliance Company, and Kitch Queen Dish Washers. 

Secret of this quick sponsorship lies in Finley 's commercial ap- 
proach. All commercials are ad libbed, and he makes this statement: 
"There is a money back guarantee to the listener on anything they 
buy on the Larry Finley Show because of the arrangement I have 
with my advertisers." 

Typical pitch for 330 Motors permits listeners to select any car 
they like; drive it for 48 hours without any obligation. At the end 
of that time, if they don't want it, they can return it to 330 Motors 
without any charge. This technique sold over 19 cars in four days. 

Sales alone aren't the only indication of audience response after 
midnight. Finley, in his first six weeks of airing, received 17,500 
letters, some from as far east as Nashville, as far south as Mexico, 
and as far north as Alaska. Phone calls now average 275 an evening. 
And, the final clincher, Kings Restaurant says business is up 400% 
since the inaugural program with the place filled to capacity by 2:00 
a.m. On week-end nights, they open the banquet rooms to accommo- 
date an extra 250 persons. 


"How to win with Juan" 



4 June 1951, p. 25 



3.500.000 Spanish-speaking people 
provide fertile sales field for wide- 
awake advertisers 

The West Coast Packing Corporation (Compagna tomato paste 
and Far Famed tuna I and RCA Victor (records and TV sets) com- 
bined radio and TV sponsorships of the Rose Parade on New Year's 
Day to double their impact on the Spanish-speaking audience. 

Under a novel promotional agreement, KFVD, Los Angeles, for 
RCA Victor, presented a Spanish parade commentary by Eddie Rod- 
riguez. He, in turn, constantly reminded listeners to dial Channel 
9 for the parade telecast. Then, on Channel 9, West Coast Packing 
utilized visual commercials I KHJ-TV-Don Lee, Los Angeles) to 
reach the more than 100,000 TV families of Mexican descent in the 
Los Angeles area. On the radio side statistically, there's a potential 
listening audience of 500,000 in seven southern California counties. 

While the RCA Victor- West Coast Packing approach is something 
new in co-promotional efforts, they're hitting a market that's rich in 
sales payoffs. Other advertisers attracted to this area include P. 
Lorillard, Borden, Pet Sales, Carnation, Best Foods, Procter & Gam- 
ble, Pepsi-Cola and Quaker Oats. Their key finding: Spanish-speak- 
ing customers prefer to listen to advertising than to read it. 




With gamecock 
action we are 
winning sales battles 
right in the heart of 
the richer-than-ever^ 
Carolina Piedmont 
(Spartanburg-Greenville) Area. 

And, at the same time, we are 
delivering the largest listening 
audience on any station in 
the area!* WSPA personalities 
— Jane Dalton, Farmer Gray, 
Cousin Bud, Ed McGrath, 
Ace Rickenbacker — plus smart 
programming and the greatest CBS 
shows are responsible for that! 

*BMB Report No. 2. 

Represented By 

John Blair & Co. 
Harry E. Cummings 

Southeastern Representativi 

No. 1 CBS Station For 
The Spartanburg-Greenville Market 

Roger A. Shaffer 
Managing Director 

Guy Vaughan, Jr. 

Sales Manager 


5,000 WATTS 950 KC 

South Carolina's Oldest Station 


14 JANUARY 1952 


In television today, Spot Program advertising 

can take your selection of material, 

mark it to your measure, and shape it 

to fit your sales areas. 

Yes, Spot Programs, custom-fitted 

to your needs, can suit you 

to a TV... at "ready-to-wear" prices. 

BUY TV BY SPOT and forget 
any network-ordained "must" cities. 
Pay only for the markets you want , 
get the markets you want . . . 


. . . have the picture quality of your program 
uniformly clear in all markets. 
All this, at savings in time charges 
which are enough to cover film prints, 
their distribution and other costs. 

Whether you're already enjoying television, 
or are merely planning to try it for size 
some day, it's worth examining these 
basic advantages of Spot Program advertising. 
And there are many more. 

In fact, there's a man at the Katz office 
, nearest to yours, who can quickly 
and clearly show you how all the benefits 
of Spot Program television 
can be professionally fitted 
to your needs. 



A Young Man of DISTINCTION. . . 

The market is Minneapolis— St. Paul 
WTCN is the station in the market 
which for 10 years has carried 80% 
of the joint advertising budget sub- 

"They knew his bell. \ 

scribed by the Milk Producers and the 
Milk Dealers. 

No spectacular offers or "gimmicks" — 
just a solid program of news and the 
telling of the milk story by John Ford 
—a WTCN Town Crier. The increased 
rate of milk consumption, year by year, 
has been steady — rather than spectac- 
ular. A desirable method, we submit! 

and so the friendship of a voice with many people was formed" 

1' f N 
own \trier lv 

of the 




Why don't advertisers 
use more farm radio? 


$60,000,000 is poured annually into farm spaee 
by ad leaders, yet farm AM's often overlooked 

®Leaf through any typical copy 
of the better-known farm pub- 
lications, like Farm Journal, 
Nebraska Farmer, Country Gentle- 
man, Prairie Farmer, and Wallace's 
Farmer. You'll find them well stocked 
with advertising — and not just with 
ads from firms who have farm machin- 
ery or feed for sale. 

There are plenty of consumer adver- 
tisers using these publications, and us- 
ing them on a fancy scale with spe- 
cially-designed ads and copy slants for 
farm readers. 

Here are a few: General Motors 
($10,000,000 spent in farm publica 
tions last year) ; General Foods ($9, 
000,000) ; Ford Motor Company ($5, 
000,000); R. J. Reynolds ($4,500, 
000); Lever Brothers ($3,000,000) 
There's a long list that follows, includ- 
ing nearly all major advertisers with 
the notable exception of Procter & 
Gamble, as good-sized users of farm 

Then, make your own check-up to 
find how many of these advertisers go 
after the same $17-billion farm market 
with specially-tailored farm radio cam- 
paigns. SPONSOR did — and the result 
was a shock. 

Practically none of these major ad- 
vertisers were using what could be 
properly called a "farm radio cam- 
paign." Practically all of them used 
broadcast advertising in a general way, 
but when it came to a pinpoint ap- 
proach to the rural customer, farm 
publications got the nod. 

When sponsor asked leading adver- 

tisers, agencies, farm stations and sta- 
tion reps, as well as industry associa- 
tions like Broadcast Advertising Bu- 
reau and the International Association 
of Radio Farm Directors, to explain 
this seeming paradox, the answer usu- 
ally went like this: 

"Sure, most big advertisers are 
aware that the farm market is a huge 
consumer market, out of all proportion 
to numbers. But there still isn't the 
proper kind of information available, 
the right kind of research, and enough 
good result stories to wake them up to 
the usefulness of farm radio." 

Whose fault is it that more media 
promotion isn't done for farm radio? 

The blame rests on the shoulders of 
the broadcasters. Yet there are hope- 
ful signs. The BAB has plans in the 
works to make special presentations 
during 1952 covering the latest infor- 
mation on farm radio, but hasn't had a 
chance to do much so far. A few big 
stations with large rural listening — like 
and others — have done a good job in 
promoting themselves to primarily- 
farm accounts, but have had only lim- 
ited success in promoting to more 
"general" air clients. There's still noth- 
ing in the field of farm radio that com- 
pares to the slick media promotions 
done by the Agricultural Publishers 
Association, and other industry groups 
of farm publications. 

The maior national advertiser, who 
has decided that farm radio can do a 
job for him. has to go through an enor- 




Feiv of these consumer products are sold specifically 
to farmers via radio, yet all were sold via two issues 
of typical farm papers* 

Conoco Products 



Folger's Coffee 

Standard Oil products 

Timken Silent heaters 

Sunkist Lemons 

Robin Hood Flour 

Greyhound Bus Lines 

United Air Lines 

Northwestern Bell Tel. 

i Motor Oil 

Weed Tire Chains 

Ben-Hur home freezers 
Ball-Band overshoes 
Mobiloil, Mobilube 
Quaker cereals 
Banker's Life Insurance 
1st Fed. Savings & Loan 
Fleischmann's Yeast 

KVOOs Schneider (I.) is typical farm radio 
director, helped prepare SPONSOR survey 
which is covered in article on these pages 

mous amount of digging to get his 
facts on farm radio. The size of this 
job is enough to scare anyone away, 
and usually does. Farm publications, 
at that point, often win out by de- 

Too often advertisers forget that 
farmers love radio. And since TV (ex- 
cept in parts of New York State, New 
Jersey, and Ohio) leaves the farm mar- 
ket practically untouched, radio is still 
the greatest mass medium of farm au- 
diences. It's not at all unusual for a 
bi<i farm to have from eight to 12 ra- 
dios, plus others in cars, trucks, trac- 
tors and barns. A recent series of pub- 
lic utility surveys, taken in farm areas, 
showed that about nine out of 10 
farmers bought a radio set in 1951 — 
and most of these were extra sets (port- 
ables, car radios, table models). Rural 
electrification is still making rapid 
strides, now serves 950 of farmers. 
The last big survey made by Rural Re- 
search. Inc.. in 1950 showed that farm 
radio saturation was 99.20' — about 
y '( higher than the nation's average. 
I pcoming surveys will probably show- 
near-saturation. Reasons for the farm- 
ir - hoi interest in radio follow. 

Farmers depend on their radios as 
few other groups do. Being business- 
men, they turn to their radios for 
everything from the latest farm weath- 
er reports to agricultural or stock-rais- 
ing advice. Farm families, listen avid- 
ly to all sorts of general programing. 
Better-off than the average American, 
they buy more radio-sold products per 
capita than any other comparable seg- 
ment of the U.S. (For typical farm 
radio results stories, see the opposite 

It's more-than-ever worthwhile to 
reach the nation's farm audiences 
through radio. Farm income is up 
again, after a 1948-through-1950 slump 
in which farm income fell off 27% due 
to a round of warm winters, cold 
springs, droughts and floods. As a 
market, the nation's farmers are today 
a sizable slice of the population, and 
have money to spend on everything 
from farm tools to luxury items. 

Some symptoms: 

• After hitting 17.8 billion in net 
realized farm income in 1947, the 
curves on the Department of Agricul- 
ture graphs of 1949 plunged down to 
a post-war low of 13.0 billions. In 
1951, however, they snapped back early 
in the year, went on to hit 16.9 billions. 
1952 expectations, as sponsor went to 
press, are even higher, and may hit 
17.5 billions, according to Department 
of Agriculture projections. 

• Even with all this money to spend 
on everything from labor-saving de- 
vices to luxuries, the farmer's stand- 
ard of living still doesn't compare with 
his more urban cousins. There's room 
in virtually every farm home, accord- 

ing to the authoritative Farm Journal, 
for more electrical appliances, furni- 
ture, clothing, insurance, hardware, 
autos, radio sets, etc. 

• Although there are fewer people, 
when noses are counted, living on U.S. 
farms today — about a million less than 
at the same time last year — this is more 
than offset by the step-up in income. 
It's still a giant market. In April of 
1952, there will be about 22,250,000 
people living on some 6,000,000 farms 
in this country, according to the Bu- 
reau of Census. Average farm income 
will be $4,500 and up, with some mam- 
moth farms going into the $500,000 

That's a quick picture of where the 
nation's farm market stands today. 
But, what about farm radio as a means 
of reaching this audience? 

To learn what sponsors themselves 
thought about farm radio, SPONSOR 
several months ago enlisted the help 
of Sam B. Schneider, Farm Director of 
Tulsa's 50 k.w. station KVOO, and re- 
cently elected president of the IARFD. 
Schneider made a special survey 
among advertisers for SPONSOR. Re- 
sults of questionnaires returned to 
Schneider in his International Associa- 
tion of Radio Farm Directors survey 
are here released exclusively for the 
first time. The opinions expressed by 
these advertisers show that old and new 
advertisers give glowing accounts 
about their use of farm radio. The 
IARFD survey also points up new op- 
portunities and ideas for advertisers 
and broadcasters. 

NOTE: It's pertinent to point out 
that the IARFD-sponsor survey had to 



Eight farm radio success stories 

confine itself to primarily-farm adver- 
tisers, since few "general" advertisers 
are using farm radio. However, a lit- 
tle checking will show these latter ad- 
\ ( srtisers that there are many outstand- 
ing entertainment shows, early-morn- 
ing shows and folk-music shows avail- 
able. Stations who air these shows in 
farm areas will be only too glad to 
point out results achieved in the past, 
as well as opportunities for new farm 
radio advertisers in the future.) 

Here are highlights from the IARFD- 
sponsor survey. They include re- 
plies from Chicago's Lehon Company 
iMulehide Roofing), Limestone Prod- 
ucts Corporation of America (Lime 
Crest calcite products), Consumer's 
Cooperative Association of Kansas 
City. Hercules Powder Company (tech- 
nical materials for formulators) , Pet- 
rolane Gas (liquid petroleum), Kerr 
Hatcheries (baby chicks, etc.), d-Con 
Company (rat killers), Consolidated 
Products Company (pig and chick 
emulsions, etc.) . Here's what these ad- 
vertisers, who have been using farm 
radio anywhere from one to 21 years, 
had to say about this type of airselling: 

Q. Did the advertisers find farm ra- 
dio effective, and if so, what did they 
like about it? 

A. Reactions in this direction were 
universally favorable among the re- 
spondents. They liked farm radio just 
fine. Comments ranged from that of 
Alvin Eicoff, ad manager of the d-Con 
Company ("Radio has done a miracu- 
lous job for us. We are using every 
major farm station we can get — all 
very successfully") to the statement of 
Frank Baker of Reincke, Meyer & 
Finn, ad agency for Lehon Company 
( "Dealer reaction is very favorable."). 
Others complimented farm radio on its 
ability to supplement farm magazine 
advertising, to do a good job in prod- 
uct introductions, but above all in get- 
ting results. 

Q. How did they split up their ad 
budgets, and where did farm radio fit 

A. For the 75% of the panel who 
let their hair down in this ticklish 
poser, there was interesting and easily- 
recognized trend. The longer the firm 
had been using farm radio, the more 
money was spent in it. This ranged 
from small increases to large increases. 
Examples: (1) Kansas City's Consum- 
er Cooperative Association, which had 

Water Systems 

A. Y. McDonald Co., manufacturer 
oj home water systems and plumbing 
supplies, bought a five-minute show 
daily at 5:40 a.m. for $10 per pro- 
gram. Show featured Chuck Worcester, 
the stations Farm Service Director. 
To prosperous Iowa farmers, Chuck 
sold the merits of $1,500 water sys- 
tems, landed 298 choice prospects in a 
week's time. Cost to the advertiser: 
about 20tf per prospect. 
Pgm: Farm News, WMT, Cedar Rapids 

Farm Equipment 

International Harvester distributor 
in Woodland, Cal. is going into his 
fifth successful year of sponsoring an 
early-morning farm shoiv, selling wide 
line of IH equipment, freezers. This 
is the only air advertising done by the 
dealer (Graco) . Client attributes 25% 
of his gross sales to the farm show, 
featuring station s farm director, Ray- 
mond Rodgers, thinks ruralites "re- 
spond to radio above the average." 

Pgm: Valley Farmer, KFBK, Sacramento 

Farm Feeds 

Petroleum Products 

Standard OiVs St. Joseph (Mo.) di- 
vision has learned the value of spon- 
soring special one-time shots aimed at 
farm audiences. Recently, they bought 
the National Plowing Matches, ar- 
ranged special remote pickups, and 
drew a crowd of nearly 50,000 people. 
Both public relations and sales returns 
have since proved excellent. Client: 
"One of the most successful events, 
compared to money spent." 

Pgm: Plowing Matches, KFEQ, St. Joe 

Canadian Mills is one of the sponsors 
of a sell-out morning farm show. 
Firm's ad agency recently reported 
that "the mill's records show an in- 
crease of approximately 500,000 lbs. 
of the radio- featured brands of feed 
during the quarter." A reducing diet 
giveaway pulled 2,500 requests with 
just three mentions; inquiries came 
from entire state, and from Texas and 

Pgm: Farm Reporter, WKY, Okla. City 

Contract Farming 

Campbell Soup Co. has been a three- 
year sponsor in a farm show aimed at 
Pennsylvania and Jersey contract to- 
mato and carrot growers. It's paid 
off in public relations and in business, 
since growers have increased their 
acreage yields by 30% 05 a result 
of sound advice of farm director 
Amos Kirby given on the show. Be- 
tween 68% and 74% of growers in 
the area are regular listeners. 

Pgm: Rural Digest, WCAU, Philadelphia 

Home Equipment 

Don Atkins Co., manufacturer of 
lightning rods, had lightning-like re- 
sults from farm radio. Client used 
$500 worth of minute announcements 
over three-month period, got a return 
of $20,000 in new business traceable 
to one of radio's oldest farm shows 
with intensely loyal audience. Prod- 
uct had been a slow mover when ad- 
vertised in strictly farm publication 

Pgm: Farm Hour, KDKA, Pittsburgh 

Animal Medicines 

Dr. L. D. Legear Co. used to have 
strictly-seasonal sales, was a confirmed 
user of farm publications as primary 
ad medium. In 1943, went into its 
first radio campaign, has been on the 
air regularly ever since. Now selling 
the year-round, Legear Medicines are 
air-sold for 32 weeks. Client recently 
stated: "Your station has given us out- 
standing results. Client admits sales 
jumps match radio coverage closely. 

Pgm: Farm shows, etc.. KVOO, Tulsa 

Rose Bushes 

Charlotte Nurseries bought partici- 
pations in one of the South's best- 
known farm shows, featuring Grady 
Cole, station farm editor. Early-a.m. 
radio pulled 54,412 orders, priced 
from $1 to $3.95 in 13 weeks. Aver- 
ages 575 bushes per day. Same sta- 
tion does top selling job for firms 
ranging from Ford Tractors and Ches- 
terfield cigarettes to Hormel foods with 
morning farm shows. 

Pgm: Grady Cole, WET, Charlotte 


put 60' < of its budget in newspapers, 
III', in radio in L948, and is now 

spending jusl the reverse of that 60-40 

split on the air: (2) d-Con Company, 
which used to put 20' , of its ad dol- 
lars into newspapers, 10'r in maga- 
zine-. 70$ in farm radio a few years 
ago. Today. d-Con puts l.V, into 
newspapers. S'i into magazines. <">' , 
into merchandising tied to radio, and 
72' i into radio: (3) Limestone Prod- 
uct- Corporation, which used to put 
''.".'. of its ad dollars into magazines, 
1 ' i each in newspapers and magazines 
in L949, has realigned that to a current 
campaign of \' > in newspapers, 66% 
in magazines, and 339? in farm radio. 

Q. Can current farm radio be im- 
proved, and if so, how? 

A. Respondents to the KV00-SP0N- 
sor study gave some pretty frank an- 
swers on this one. Yes, most of them 
thought farm radio could stand some 
improvement, sponsor herewith passes 


on some of the more pertinent remarks 
for the mutual benefit of farm radio 
advertisers and broadcasters. 

"Keep abreast with programing as 
farmers modernize their thinking. 
Need more music and news — and how 
to farm better with new methods" 
I from Consolidated Products, now us- 
ing spot announcements on some 64 
radio stations) . 

"Put agricultural programs at pref- 
erable hours" (from Limestone Prod- 
ucts, now using announcements on sev- 
en stations. NOTE: Limestone had 
reference to changing living habits in 
certain farm areas, due to increased 
income. Actually, most stations do 
keep a close check on farm listening 

"Farm directors . . . should ad-lib 
commercials, not read word-for-word 
script" (from d-Con Company.). 
NOTE: in sponsor's Farm Facts 
Handbook this was covered thoroughly 
in "The faltering farm commercial." 

More and more, stations are getting 
hep to the value of "integrated" com- 
mercials by farm directors, presented 
in the farmer's language. 

"We need more case histories. Puf- 
fery and flattering adjectives unneces- 
sary in this connection. Facts are what 
we want!" (from Reincke, Meyer & 
Finn, ad agency for Lehon Company). 

[When the preceding survey results 
were in, SPONSOR decided that it had a 
question of its own to ask KVOO's 
Sam Schneider, who is representative 
for many hard-working radio farm di- 
rectors in all parts of the nation, and 
now heads up their national organiza- 

Q. Tell us, Sam Schneider, why do 
you think these advertisers have turned 
to farm-area radio campaigns in ever- 
increasing amounts? 

A. "Refore I answer that, you must 
realize that several of these advertisers 
are turning to the farmers as a con- 
sumer market, with radio to reach 
them, for the first time. 

"This has come about with the reali- 
zation that the farmer is a great and 
relatively untouched market for many 
products. Not just because he has as 
much money as some people picture, 
but because farming is not a "one 
gallus" operation any more, but a 
mechanized operation. 

"Today's farmer has to buy many 
products of industry to operate his 
farm. Yesterday, he could get by with 
a pair of pliers, his baling wire, salt, 
sugar, snuff and flour. Today, he is a 
major market for all types of tractors, 
trucks, implements, machinery, power- 
driven farm appliances, and suchlike. 
Also, at the same time, he is using 
many more consumer products he nev- 
er used to buy. 

"I think, personally, that many of 
these advertisers have turned to farm 
service radio, because this new profes- 
sion is emerging as a definite and de- 
pendable means of reaching this audi- 
ence. The profession is notabl] com- 


ing of ajre, and is finding proof of its 
ability to influence the purchase of 
merchandise and services in farm 

SPONSOR feels that the above survey 
reports will be useful to both veteran 
and newcomer advertisers in the pros- 
perous farm market, as well as to 
broadcasters. They should serve as a 
guide in planning air campaigns dur- 
ing 1952. 

For what these advertisers and agen- 
cymen told KVOO's Sam Schneider is 
very typical of what is being said and 
thought today regarding farm radio 
by other leading admen. 

At the recent (24-25 November) an- 
nual convention of the National Asso- 
ciation of Radio Farm Directors in 
Chicago, farm radio directors heard 
almost the same thing in panel discus- 
sions where admen were the guests. 

Arthur Meyerhoff, well-known Chi- 
cago agencyman, told the farm broad- 
casters how he thought farm radio 
could be improved. For one thing, he 

felt that farm radio should steer away 
from strictly "show business" pro- 
graming. Said the Chicago adman: "I 
would rather settle for a smaller but 
more effective audience saleswise, com- 
bining informational talk with com- 
mercial talk rather than music with a 
spoken commercial. Radio does its 
best selling job when the farmer is 
given information he can use. It isn't 
easy to get the idea over to the farmer, 
but it pays off when you do." 

Speaking from experience, Meyer- 
hoff, whose agency handles advertising 
for such well-known clients as Illinois 
Meat Company and William Wrigley, 
Jr., had a warning for clients who are 
often prone to expect overnight results 
from farm radio. Said he: "The best 
results for both the editorial matter in 
an information show as well as the 
commercial comes between six months 
and a year after the message has been 

Later on. Marshall Smith, an execu- 
tive of St. Louis' Gardner agency. 

which places farm radio shows and 
schedules on some 500 stations for Ral- 
ston, aired some of his thoughts on 
farm radio. Smith told the farm radio- 
men that more thought should be given 
to new programing tastes of farm audi- 
ences. He added that one of the rea- 
sons more sponsors weren't using farm 
radio was that too many station sales- 
men and reps didn't take the trouble 
to learn a sponsor's farm problems, 
and how they could be helped by the 
use of radio. The St. Louis agencyman 
also gave a tip on timebuying. Accord- 
ing to Smith, he has found that TV has 
made some dents in the city and near- 
city audiences of some big regional sta- 
tions, and that several of these stations 
are aiming more and more shows at 
the relatively TV-free farmers. Result: 
more choice time slots are being 
opened for farm programs on many 
big radio outlets. 

Add them up together — the national 

outlook, the comments of Sam Schnei- 

( Please turn to page 79) 

227 stations with programing for farmers 

Some 1,100 stations air farm programs, but these 127 outlets have f 

I directors who are IARFD r 

specialty of farm « 

WSVA Harrisonburg, Va. 

WHO Des Moines 

KJR Seattle 

WEWO Laurinburg, N. C. 

KNBC San Francisco 

WIBA Madison 

WRAK Williamsport, Pa. 

WIOU Kokomo 

WHAS Louisville 

KFEO St. Joseph, Mo. 

KGLO Mason City 

WGAN Portland, Maine 

KSL Salt Lake City 

WSJS Winston-Salem 

WGTH Wilson, N. C. 

WMT Cedar Rapids 

KCMO Kansas City, Mo. 

KYAK Yakima 

KOTV Tulsa 

WWL New Orleans 

KFRE Fresno 

WPTF Raleigh 

KOA Denver 

KOAC Corvallis, Ore. 

WIBX Utica 

KEX Portland, Ore. 

WFIL Philadelphia 

WNJR Newark 

WMOH Hamilton, 0. 

WGAR Cleveland 

KIRX Kirksville, Mo. 

KXYL Spokane 

KRVN Lincoln, Nebraska ' 

KWTO Springfield, Mo. 

WSOO Sioux Falls, S. D. 

WNAX Yankton, S. D. 
KSJB Jamestown, N. D. 
WIBW Topeka 
WJAG Norfolk, Nebraska 
WKBN Youngstown 
WGN Chicago 

KGW Portland, Oregon 
KSTP St. Paul 
KCBG San Diego 
KTRI Sioux City 
WCAU Philadelphia 
KMMJ Grand Island. Neb. 

WDVA Danville, Va. 
WEKZ Monroe, Wise. 
KFBK Sacramento 
KTRH Houston 
WTTH Port Huron, Mich. 

K'rvlBC Kansas City, Mo. 
WTAD Quihcy, III. 
KTFI Turin Falls, Idaho 
WMRC Greenville, S. C. 
KM US Muskogee, Okla. 

WSBA York, Pa. 
WHIO Dayton 
KFEL Denver 
KTB3 Shreveport, La. 
KOKX Keokuk, la. 

WRFD Worthington, 0. 

KMA Shenandoah, la. 

KEPO El Paso 

WGY Schenectady, N. Y. 

WBPT Butler, Pa. 

WHO Des Moines 

KHO Spokane 

KERG Eugene, Ore. 

WOWO Ft. Wayne 

WHAI Greenfield, Mass. 

WSGN Birmingham 

WLVA Lynchburg, Va. 

WEEI Boston 

WSPA Spartanburg, S. C. 

WBCM Bay City. Mich. 

WKJG Ft. Wayne 

KFAB Lincoln, Nebraska 

KARK Little Rock 

WKOW Madison 

WFBY Syracuse 

KDTH Dubuque, la. 

KM OX St. Louis 

WBBM Chicago 

WHAM Rochester, N. Y. 

KFBI Wichita 

KOLN Lincoln, Nebraska 

WFBM Indianapolis 

WTAM Cleveland 

WCCO Minneapolis 

WJR Detroit 

WLW Cincinnati 

KDKA Pittsburgh 

WHFB Bent'n H'b'r, Mich. 

WIBC Indianapolis 

WHA Madison 

WTIC Hartford 

WBZ, WBZ-TV Boston 

WKZO Kalamazoo 

WPAG Ann Arbor 

KNX Hollywood 

KPOJ Portland, Ore. 

WSM Nashville 

WSBT South Bend 

KLZ Denver 

KUOM Minneapolis 

WBAP Ft. Worth 

WLS Chicago ■ 

KORG Cedar Rapids 

KLRA Little Rock 

KCRA Sacramento 

WOI Ames, la. 

KXEL Waterloo, la. 

WCON Atlanta 

WSLS Roanoke 

WMT Cedar Rapids 

WOR New York 

KHJ Los Angeles 

WFAA Dallas 

WOAI San Antonio 

WHKC Columbus 

WMBD Peoria 

WWJ Detroit 

KFYO Lubbock, Texas 

WGR Buffalo 

WBNS Columbus 

Television puppets drew kid listene 

How Dayton used TV 
to sell a civic project . 


^p%ft When civic-minded business- 
I W men wish to promote a 
worthy community campaign 
— whether for a charitable cause, 
building a new church, improving lo- 
cal roads or streamlining outmoded 
schools — they often overlook the po- 
tent propaganda value of radio and 
TV. <>r. if they do employ radio and 
I \ . the sponsors often fail to exploit 
the air medium to the best possible 


Why do so many air community 
campaigns fall flat on their face? 

An advertising agency radio and TV 
executive, experienced in such matters, 
listed for sponsor these key reasons 

1. Feeling the campaign has such a 
lofty moral purpose, the sponsors use 
dry-as-dust programs utterly devoid of 
entertainment value. Consequently, the 
show, which must compete with other 
programs, simply is not listened to. 

2. In an effort to skimp overly on 
money, the sponsors fail to use the 
services of an advertising agency. Con- 
sequently, the show is high in amateur- 
ish ineptitude, low in professional pro- 
duction values. 

3. Though depending so much on 
voluntary services (of writers, enter- 
tainers, station operators), the spon- 
sors don't attempt to get the partici- 
pants sufficiently enthusiastic about the 
cause. Therefore, the sponsors find 


School Luis promoted campaign 

Professional ad advice, entertaining TV puppets, 
\ >1 documentaries put over school tax 

temperaments exploding, co-operation 
at an impasse, the commercial pitch 
forced and insincere. 

4. The sponsors short-sightedly fail 
to follow through their radio and TV 
plugs with store displays, merchandis- 
ing cards, and promotional hoopla. As 
a result, their air campaign loses con- 
siderable impact. 

Then just exactly how should civic- 
minded businessmen go about selling a 
cause successfully? As a typical case 
history, SPONSOR has selected the out- 
standing example of a community air 
campaign staged in Dayton, Ohio. 
Thanks largely to radio and TV, a 
community group there was able to 
convince Daytonians to vote in (two to 
one) a $12,000,000 bond issue for a 
school building program, and to au- 
thorize a 5.4 mills tax levy to operate 
the streamlined schools. This miracle 
of persuasion was achieved in an off- 
year election and in the face of in- 
creased federal taxes. 

The case history is especially note- 
worthy, because it reveals what a dif- 
ference a professional touch can make. 
In the Dayton radio and TV campaign, 
the sponsors employed a top-notch ad- 
vertising agency, professional talent, 
and skilled ad agency promoters with 
plenty of merchandising know-how. 

This broadcast advertising success 
story began about mid-year in 1951. 
One day, Dayton's Board of Education 
approached the influential Community 
Relations Department of the National 
Cash Register Company. Its problem: 
the tremendous growth in the city's 
school system. 

It was pointed out that Dayton 
schools were already pitifully over- 
crowded. During the next five years, 
enrollment would jump another 15,000 
pupils — practically a 40% increase. 
Therefore, the minimum need called 
for one new high school, three new ele- 
mentary schools, and the addition of 
182 new rooms to existing school 

According to the Board of Educa- 

tion, only two things would solve the 
dilemma. One was a $12,000,000 
school bond issue (the cost requiring 
an average tax levy of 1.3 mills for 25 
years), which would require approval 
by 55% or more of citizens' votes cast 
on the 6th of November. The other 
was a 5.4 mills tax levy for a period 
of five years (replacing the 1.5 mill 
levy expiring in 1951), which would 
require approval by a majority of the 
votes cast. 

The difficulty was, though, that the 
Board had to overcome a considerable 
public apathy. People without children 
were especially loath to sanction will- 
ingly a boost in their taxes. Other citi- 
zens were still old-fashioned enough to 
feel, "The little red school house was 
good enough for me; it should be good 
enough for the kids today." 

In fairly short order, a Call-to-Prog- 
ress Committee was set up composed of 
prominent, civic-minded Dayton lead- 
ers. General Chairman was S. C. Al- 
lyn, president of National Cash Regis- 
ter Company. Other members includ- 
ed such advertising-conscious business- 
men as David L. Rike, president of 
Dayton's Rike-Humber department 
store; and K. C. Long, president of 
Dayton Power and Light Company, to 
mention only a few. 

The Committee then turned over 
planning and execution of the cam- 
paign to Hugo Wagenseil & Associates, 
one of Dayton's top advertising agen- 
cies. Because of the number of agency 
personnel involved and their time 
costs, Wagenseil worked on a business, 
rather than a philanthropic basis. Key 
agency personnel who pitched into the 
campaign were Lincoln Scheurle, di- 
rector of Wagenseil's radio and TV 
division; John Leonard, production 
supervisor of radio and TV activities; 
George Brenard, who helped produce 
the radio announcements; and Marga- 
ret Leonard, a freelancer, who co-wrote 
scripts with Scheurle. 

The agency decided that (with little 
(Please turn to page 67) 

MERCHANDISING air campaign was achie> 
membership in "Kenny and Joe Clubs" in schools 
(top); posters kids took home to parents (middle); 
and display cards youngsters held up at traffic 
crossings near over-crowded schools (bottom) 

Why project succeeded 

1. Professionalism: Advertising- 
conscious sponsors hired ad agency, Hugo 
Wagenseil & Associates, professional talent 

2. Co-operation: Sponsors engen- 
dered participants with enthusiasm for cause, 
shared payment with the broadcasters 

3. Life approach: Sponsors drew 
listeners by using entertaining shows, dra- 
matized cause with documentary commercials 

4. Promotion: School teachers, mer- 
chants, newspapers, school kids were all 
urged to help sell cause as personal crusade 

5. Merchandising: TV personalities 
made public appearances; car cards, pos- 
ters, kid clubs, window displays were used. 





RCA touched 
scale promotior 

r^H 13 14 15 16 

/ in Norfolk with big- 
eadying plans for post- 
ss fast as markets open 

a report to advertisers 

An evaluation of how fast stations can get on air, 
state of preparedness in non-TV markets 

MJII^Jfc Television's lieu frontier is 
H jK about to open. Within two 
to HI weeks after you read 
this, the FCC freeze will lijt and appli- 
cants will begin their trek toward 
getting neii stations on the air. Like 
the pioneers of old. many will drop out 
along the wayside. In the process, de- 
lay uill pile on confusion, leaving ad- 
vertisers agape at the post-freeze com- 

This report is designed to provide 
advertisers with some guideposts 
tli rough the wild and woolly post-freeze 

country. It presents the best available 
ansivers to 12 key questions which ex- 
ecutives in advertising agencies and 
sponsor firms around the nation are 
asking todu\ . 

Interest in lifting of the freeze is 
jieak because so many vital decisions 
hinge on what happens — how fast — in 
the period immediately after. The me- 
dia breakdown of ad budgets for hun- 
dreds of firms hang in the balance. 
As one topnotch timebuyer at a ma- 
jor agency in New York told sponsor, 
"Anyone who thinks the freeze isn't 

the hottest issue for advertisers right 
now is crazy." 

Importance of freeze lifting for ad- 
vertisers centers around two factors: 

(1) the number of major markets 
which are as yet uncovered by TV; 

(2) the number of major markets 
which are as yet inadequately covered 
because they have only one TV station. 

For a rundown on markets among 
the top 100 ivhich have no TV, see the 
table immediately below. You'll find 
that there are 40 which have no TV, 
ranging from the 20th market, Port- 

America's top 101 markets*: their TV set status as of 1 December 1951* 

Number of 

Number of 

Number of 



TV sets 

Rank Market 

TV sets 

Rank Market 

TV sets 


New York 















Scran ton 



Los Angeles 















Duluth, Minn. 






Springfield, Mass. 















San Francisc 







Huntington, W. Va. 



St. Louis 
Minn. -St. Pa 

D. C. 
ul, Minn. 


Tampa-St. Petersburg 



Wilkes Barre 

Fall-River-New Bedford 






Davenport, Iowa-Rock 1 

Moline, III. 

















Fort Worth 

(See Dallas) 


Des Moines 






Wheeling, W. Va. 






Kansas City 




Syracuse, N. Y. 









Richmond, Va. 












South Bend 



Portland, Ore. 






York, Pa. 






Oklahoma City 



Stockton, Cal. 



New Orleans 






El Paso 









Charlotte, N. C. 



Dallas-Ft. Worth 






Beaumont-Port Arthur 










San Jose, Cal. 



Little Rock 










Grand Rapids 



Brockton, Mass. 
Binghamton, N. Y. 



New Haven- 




Utica-Rome, N. Y. 



Fort Wayne, Ind. 



San Diego 



Canton, Ohio 







w Britain 



San Bernardino 



Lansing, Mich. 









Albuquerque, N. Mex. 

















Ames, Iowa 






Salt Lake City 


Bloomington, Ind. 



San Antonic 





Brownsville, Tex. 


•N/(( Irlnision Network Data Chart. 

land through Denver i20), Worcester 
(29) to Fort Wayne (99) and Shreve- 
port (100) . (The area still not covered 
by TV represents about 40% of the 

nation's population.) 

To get perspective on how important 
it is that the freeze be lifted in one- 
station markets consider these facts: 
I 1 I There are 40 one-station markets 
in all. I 2) Of these. 35 are among the 
top 100 markets in retail sales, based 
on J. Walter Thompson figures. (3) 
Among the one-station markets of the 
nation, two are in the top 10 in retail 
sales [Pittsburgh and St. Louis) ; six 
are in the second 10; three are in the 
third 10; five are in the fourth 10 — 
which should give you an idea of the 
importance of the one-station markets. 

Q. When will the freeze actually 

A. Even FCC's top brass don't know 
for sure. They had hope to issue their 
freeze-lifting edict by 1 February, but 
it looks now as if it could take them 
till the end of March to complete all 
the paper work. A top FCC official ex- 
plained: "If you had foot-high stacks 
of documents half an inch thick piled 
on your desk, which you were required 
by law to read and understand, how 
long would it take you to get finished? 
You wouldn't be able to answer defi- 
nitely and neither can I." He referred 
to the "written testimony" submitted 
by members of the industry covering 
the FCC's proposed system of station 
allocations. The FCC's final freeze- 
lifting edict must answer each such 

sponsor's estimate of the most like- 
ly edict date is 15 March, but just 
when it actually comes is academic be- 
cause the announcement will merely 
represent the beginning of a long proc- 
ess to follow before new stations can 
get on the air. 

Q. When will new stations get on 
the air? 

A. Some optimists believe that there 
is a chance for new stations opening 
up in major markets like Denver, Port- 
land, and Worcester during 1952. 
They reason that the FCC itself is so 
anxious to see progress made and TV 
enthusiasm is so strong that the com- 
plex hurdles can be leaped in unbeliev- 
ably short time. Precedents for their 
reasoning are the many occasions on 
which TV has confounded the prophets 

Miotv they're stirring tip TV fever in mom-TV areas 

Come To The Fair 
And J3 C 


mmmc toeiItL " "Karats 

Wmi DAKOTA tin, in. l- 

■■-mac N ,, " n " 
low duT ' u **"• «• <w 

pature Meets J 
' fori Month 
< rime Control J 


f RoWkI 

TV TOUR: Leading set firms take units round country to kindl 
promotion at fair shown above was backed up by newspaper ad: 
yourself on TV setup (2); included exhibits by many manufacture 

vTV areas. DuMont 
spectators with see- 
Philco and RCA (3) 

14 JANUARY 1952 

Basis for future guesstimates: How fast TV grew from '47-'5l in 15 representative marhets* 


JAN. 1 


no TV 


, 1947 

no TV 

|ULY 1 


no TV 

OCT. 1 


no TV 

JAN. 1 


no TV 



no TV 

no TV 

no TV 

no TV 

no TV 

no TV 

no TV 

no TV 

no TV 

no TV 

no TV 

no TV 


no TV 

no TV 


New York 





no TV 


no TV 


no TV 


no TV 


no TV 


no TV 


no TV 


no TV 


no TV 























no TV 

no TV 











































no TV 

no TV 


by growing faster than anyone could 
have expected. But the very enthusi- 
asm for television which has fostered 
its growing in the past will probably 
help slow down construction of new 
stations this year. This enthusiasm, 
most observers believe, will lead so 
many to apply for licenses in each im- 
portant market that the hearings over 
who gets the stations will delay new 
station construction. 

FCC brass believe grants will go un- 
contested in only a few markets. They 
feel that every market which has a rich 
profit potential will draw more appli- 
cants than there are channels, particu- 
larly now that almost 100 r ^ of the ex- 
isting TV stations have gotten into the 
black ahead of schedule. 

The attitude of one key FCCer to- 
ward how many stations can get on the 
air in 1952 was: "sponsor's guess is 
as good as mine." sponsor's guess: 
one dozen new stations oil by 1 Jan- 
uarj L953, practically all of them in 
-mall markets. 

Q. What's the procedure after the 
freeze edict is issued and before 
new stations can start building? 
A. The Brsl unofficial act after the 
FCC issues ii- freeze edict will !><■ a 
prayer that no interested partv objects 
so violent!) thai ii decides (<> take the 
matter to the courts. This could hap- 
pen. Jusl as RCA foughl the FCC col- 
or decision through to the Supreme 


Court, some organization which object- 
ed to the FCC's final decision on how 
to allocate post-freeze channels could 
for six months or more, 
delay the entire procedure in the courts 

DuMont, for example, believes that 
the FCC-proposed allocations favor TV 
domination by NBC and CBS and that 
the FCC's coverage of the nation is 
based on geography rather than pop- 
ulation. If the FCC's edict does not 
modify the proposed allocations suffi- 
ciently to satisfy DuMont, the net- 
work's top men might well reason that 
the delay and anguish of going to the 
courts is their only alternative to liv- 
ing with allocations they don't like. 

Unless there is a court case, the 
freeze-lifting edict will be followed by 
a probable 60-day period during which 
applications for licenses may be sub- 
mitted. There have been 473 applica- 
tions to date and many more are ex- 
pected to pile in right after the freeze- 
lifting edict. Applicants have been 
holding off because they do not wish 
to tip their hands to rivals, and be- 
cause the FCC has indicated no pri- 
ority will be given to those who submit 
applications before the freeze lifting. 
Some 447 of the 473 applications sub- 
mitted thus far are for the 449 VHF 
channels available under FCC's pro- 
posed allocations. Only 26 applications 
are for UHF channels, but an increased 
flow of UHF applications is expected. 

Just how the FCC will take up the 
applications is not certain. The Com- 

munications Bar Association, made up 
of lawyers who practice before the 
FCC, has recommended UHF and VHF 
applications be considered together in 
cities which have both types of allo- 
cation. This would tend to speed the 
process. Best-qualified applicants, pre- 
sumably, would get the preferred VHF 
licenses. Others would have to go up- 
stairs to UHF. 

If UHF and VHF applications are 
considered separately, UHF licenses 
will be more easily come by because 
few will apply. But VHF applications 
will tend to log-jam. 

UHF could become more popular 
rapidly once applicants realize that 
taking UHF is their only alternative 
because of the limited number of UHF 
channels available. NBC recently urged 
that the FCC raise the limit on the 
number of stations a network or other 
entity can own to seven from five — 
with the additional stations to be 
UHF. This move puts NBC squarely 
behind UHF, should stimulate inter- 
est in it. 

For those few markets where there 
is no competition for channels, the first 
construction permits will probably be 
granted by mid-June, assuming that 
the date of the freeze edict is 15 March. 
C.P.'s for markets where hearings are 
necessary may not be granted for 
months thereafter. Estimates of the to- 
tal number of c.p.'s possible during 
1952 have ranged from 25 to 80. 
(Please turn to page 79) 


W camera magic § 
cuts cost "" 

You can make packages dance before 
live TV camera with new devices 

To create illi 

ship's interior. If hi 

ns, he'd get a ghost-like, 
, costs would soar. But hi; 

floating inside rot 
shed out figure 
lectronic device doi 

Wpi%£ Your bill is staggering when you 
| V buy special-effects on film for 
tricky commercials. But elec- 
tronic engineers have learned to duplicate 
movie "process shots" before live TV cam 
eras with no extra cost. The pictures on 
this page show you what one of the several 
available special-effects units can do. De- 
veloped by George Gould, director of ABC- 
TV's Space Cadets, this device makes pos- 
sible live superirnpositions with no wash 
ing out of the image (see captions for ex 
planation). It's used for Kellogg commer 
cials as well as adventure scenes. Rol: 
Drucker and David Fee, video engineers, 
collaborated with Gould in development o: 
the cost-saving process described here 


Gould's "Gizmo," as he terms it, works by cutting 
caught by his first camera. This "hole" correspond; 

space suit being picked up simultaneously by 

er sees hole — shown in the 

photograph < 

r explanatory reasons 


The two pictures combine perfectly (above). Gould also uses his device for commercials 
showing boxes of Kellogg's cereal pour themselves; dancing corn-flake boxes; figures 
climbing out of a box. Unlike other trick camera systems, Gould says his does not con- 
fine movements of actors within limited area. It will be available for sponsors, packagers 

Under-sea scene created with fish tank: 

One camera focusses on tank, the other on 
actors. The result: inexpensive TV illusion 

Stag Beer soars with three 

JVJjPVjfflj To celebrate its 100th year 
llii"" in the beer business, the 
Griesedieck Western Brewery Compa- 
ny, of Belleville and St. Louis, Mo., 
recently flew a monstrous blimp over 
the Midwestern and Southern states. 
Painted on the sides of the sausage- 
shaped balloon were the stark black let- 
ters: "STAG BEER." 

Night time, the folks below were 
also able to witness one of the most 
Bpectacular merchandising stunts bal- 
lyhooing a sponsor's air program. For 
in uurf-'antuan neon-lit letters the blimp 
also blazed the simple message: "STAG 

This circus-like device- which in- 
cluded taping 85 radio interviews with 
Captain Vera Smith, skipper of the 
Stag blimp, and filming numerous TV 
shots of ill-' flying weiner in action — 
illustrates ho\* aggressively tlii^ re- 
gional brewer) sponsor has taken to 
the air medium. 

Despite its 100-yeai ancestry, il was 
onl) a little over three years ago that 
Griesedieck Western began taking to 
air advertising in earnest. Before that, 
it had restricted itself pretty well to 
newspapers, point-of-sale merchandis- 


ing, and billboards. Nowadays, trade 
observers estimate it spends roughly 
$500,000 a year on radio and TV. 
The rest of its advertising appropria- 
tions devotes an estimated $400,000 
for billboards, $200,000 for newspa- 
pers and merchandising. 

SPONSOR estimates about $250,000 
of its air budget goes for news and 
wrestling shows, plus announcements, 
on KSD-TV, St. Louis; wrestling pro- 
graming on WMCT, Memphis; half- 
hour of Alan Funt's Candid Camera 
on KOTV. Tulsa; announcements on 
WKY-TV, Oklahoma City. 

Its radio appropriation, totalling 
about $250,000, is spread out over 33 
stations in nine states. Using one-min- 
ute announcements and station breaks 
as frequently as five times a week, its 
messages are heard over these radio 
outlets, according to Rorabaugh Re- 
port on Spot Radio: 

In Arkansas. KARK, KLRA, Little 
Rock, KCLA, Pine Bluff; in Illinois, 
WKRO, Cairo, WSOY, Decatur, 
WMBD, Peoria, WTAD, Quincy, 
WCVS, WTAX, Springfield; in Indi- 
ana, WGBF, Evansville, WBOW, Terre 
Haute; in Iowa, KBUR, Burlington, 

KCBC, KSO, Des Moines, KDTH, Du- 

In Kentucky, WHOP, Hopkinsville, 
WPAD,Paducah; in Louisiana, KENT, 
KTBS,Shreveport; in Missouri, KFVS, 
Cape Girardeau, KFSB, Joplin, KCMO, 
Kansas City, KIRK, Kirksville, KMOX. 
St. Louis, KTTS, Springfield; in Ok- 
lahoma, WKY, Oklahoma City, KVOO, 
Tulsa; in Tennessee, WROL, Knox 
ville, WDIA, WREC, Memphis, 
WKDA, WLAC, WSIX, Nashville. 

There are three key reasons why the 
brewery has expanded so daringly into 
the air medium: 

1. It pays off in sales. Company 
surveys have proved that wherever 
broadcast advertising was used con- 
sistently, sales of Stag Beer have defi- 
nitely increased. 

2. It's vital in punching home the 
brand name, as Stag Beer has expand- 
ed its market distribution. Up until 
four years ago, Stag's distribution was 
Eairlj well confined to Missouri and 
Illinois. Since then, it has extended its 
market to 12 states, from Chicago to 
the Gulf. 

3. It's been virtually necessary, in 
the face of keenly competitive beer ad- 


air media 

Radio and television campaign linked to blimp 
celebrated firm's 1 00 Hi anniversary. Stag turned 
from print to air only recently, got big sales boost 


vertising. As sponsor pointed out in 
its survey of 40 brewery sponsors 
("Beer on the air," 23 April, 1951) 
brewers have increased their advertis- 
ing per barrel from $1.07 in 1949 to 
$1.09 in 1950. Thanks in part to its 
radio and TV advertising, Stag has 
sustained its role as No. 11 seller in 
the national field; No. 1 seller of bot- 
tle and draught beer in the tough St. 
Louis market (home of four major 
brewers) ; and No. 1 bottled beer in 
the States of Illinois and Missouri. 

Stag's policy has been one of creep- 
ing expansion. And wherever its dis- 
tribution has been heavy, its formula 
has been to blanket the area with radio 
messages. Largely, it has worked its 
way west, south, and east from St. 
Louis, keeping out of far eastern cen- 
ters like New York and Pittsburgh. In 
the last 18 months, it has entered Chi- 
cago for the first time. And to show 
how keenly competitive the field is, 
Chicago alone sells 70 to 90 beers. 

Other figures in the trade would 
question the modest use of the word 
"creeping" in reference to Stag's 
growth. John Flynn, business manager 
of American Brewer, told SPONSOR: 

"Griesedieck Western Brewery is one 
of the most alive and aggressive of the 
regional brewers. The way it's been 
expanding south and west, I'd esti- 
mate it'll soon be distributing Stag 
Beer in 30 states." 

Certainly, Griesedieck Western's 
sales potential is in a sound state. Ac- 
cording to Modern Brewery Age, it 
sold 1,442,000 barrels in 1950 (each 
barrel containing 31 gallons of beer). 
Trade observers estimate this amounts 
to a yearly gross of about $40,000,000- 
plus. True, this output is well behind 
barrel sales of the Big Four Brewers — 
Schlitz, 5,096,000 barrels; Anheuser- 
Busch, 4,875,000; Ballantine, 4,374,- 
000; and Pabst, 4,300,000. Still, it's 
hot on the heels of the output of Griese- 
dieck Western's closest competitors — 
Blatz, in ninth place with 1,740,000 
barrels, and Pfeiffer, a close tenth with 

Griesedieck Western's story dates 
back to a century ago when a small 
establishment called Western Brewery 
set up shop in Belleville, 111. In 1912, 
it was taken over by Henry Louis 
Griesedieck, who'd brought over an 
original brewing formula with him 

from Germany in 1873. (Interesting- 
ly, St. Louis contains a number of 
Griesediecks. all related to old Henry 
Louis, all of whom operate competi- 
tive breweries. Edward J. Griesedieck, 
for example, heads Griesedieck Bros. 
Brewery, and Alvin Griesedieck pre- 
sides over Falstaff Brewery. All mem- 
bers of the Griesedieck clan stoutly in- 
sist their breweries are not connected 
in a corporate or financial way.) 

Western Griesedieck Brewery pros- 
pered, though not spectacularly, and 
managed to weather the gloomy Pro- 
hibition Era successfully. Then, in 
1936, it began perfecting a brewery 
process to develop a very dry pilsener 
type beer. 

According to record Griesedieck 
Western was the first in the United 
States to advertise a 'dry' beer. There- 
fore, Stag has often been called the 
original dry beer. 

Sales of Stag Beer really started go- 
ing into high gear in 1943 (it was then 
selling about 375,000 barrels a year 
and was a poor fifth place in St. 
Louis). One reason certainly for its 
sudden spurt ahead was the dynamic, 
< Please turn to page 74) 

14 JANUARY 1952 


How four 


1. MOTOROLA (: »">l>"""> «rfw and pubUcrda. 

tiOIU, Motorola. on<\ oj the I I .set 
industry's "Big Four." bought L951'a fanciest single 
one-shot show. A radio-video airing of the 29 De- 
i rem her East-West Football Classic cost Motorola 
1200,000 hut successfully (1) launched the 1952 
line; (2) substituted for the annual sales conven- 
tion: (3) /W// good public relations, i Story below) 

2 HALLMARK This big greeting-card manufactur- 
er, only year-round air advertiser 
in its field, added last-minute sales punch and gath- 
ered seasonal good-will by sponsoring an elaborate 
Christmas Eve one-shot. The show, NBC-TV's hour- 
long opera, "Amahl and the Night Vistors,'' got rave 
notices, cost Hallmark over $30,000. Hallmark 
backs its one-shots ivith AM-TV "regulars" on CBS. 



on TV and RADIO 

Saturday 4 30 pm 

WABD channel 5 

station WOR ! 

: when and hov 

Advertisers are spending as little as $4,000 and as 
miu h as $200,000 for one 

jbm A decade ago, the "one- 
(QSSU shot" program was practi- 
cally a novelty in broadcast advertis- 
ing. Today, one-shots are a growing 
trend. Once, the use of one-shot shows 
was confined to a few big national ad- 
vertisers like Elgin National Watch 
Company and Gillette Safety Razor, 
who made advertising careers out of 
spending $100,000 or more for star- 
studded holiday-season shows, or 
sports events. Currently, one-shots are 
likely to be bankrolled by sponsors 
whom few admen would ever imagine 
connected with this type of airselling 
and at costs as low as $4,000. (See 
top of these pages for typical exam- 

shots in growing air trend 

One-shots still have. 


cases, the old glamour touch. The ra- 
dio-video coverage of the 29 Decem- 
ber 1951 East- West Shrine Football 
Classic for Motorola (to be described 
later in this report) is a good exam- 
ple. This big sports event cost Moto- 
rola, for time, talent and promotion, 
an eye-opening $200,000 — perhaps 
more. However, even the glamour 
shows are not all in this blue-chip 
bracket any more. 

Western Union, for instance, man- 
aged to sponsor a star-spangled Christ- 
mas-season one-shot at comparatively 
low cost. To plug the idea of Western 
Union 'telegrams as ideal Christmas 
greetings, the big communications firm 
sponsored a quarter-hour one-shot por- 
tion of NBC's The Big Show on 23 De- 

To backstop its $200,000 "East-West" one-shot, Motorola used 124,000 mailing pieces, tune-in ads 


iness on the West Coast, recently used the 'J hanks- 
giving holiday as a springboard into a regional 
public relations one-shot. BOA sponsored the one- 
time "California Around the World" for a half-hour 
on Columbia Pacific tccb 21 November. This kind 
of seizing on PR angles has helped build the firm. 

4. WESTERN UNION ? [ ovin & '!"" CWm85 . 0Be - 

shots need not cost a mint to 
be effective, WU bought a 15-minute 7:00 to 7:15 
p.m. portion, of NBC's "The Big Show" on 2'A De- 
cember. WU plugged the idea of telegrams for 
Xmas greetings. Cost: under $10,000. Results: a 
noticeable upswing in Christmas telegrams at WU 
offices. More seasonal sales punches are upcoming. 

o use them 

cember. Total cost: under $10,000. Re- 
sult: a big business jump in Xmas 

Aware of the general trend and 
growing diversity of one-shot usage, 
sponsor, in recent weeks, interviewed 
several leading network and agency 
executives, clients and station officials. 
What, sponsor asked them, was behind 
it all? 

Typical of the answers received was 
this comment, from the vice president 
in charge of radio sales for one of the 
two leading networks. He summed up 
the situation this way for a sponsor 
editor : 

"There have always been big one- 
shot sponsored shows in broadcasting. 
But, in the old days we didn't do much 
to encourage them. Because, with the 
exception of some 'extravaganza' holi- 
day shows and top sports events 
throughout the year, we weren't in a 
position to accept the business. 

"The headaches of clearing the time, 
when virtually all of our radio time 
was sold on the network, was enough 
to make us freeze up at the mention 
of 'one-shot.' With the competitive 
media picture today, we've thrown 
overboard this type of thinking. 

"Not only are we glad to have one- 
shot business today in radio, and to 
some extent in TV, we do everything 
we can to encourage it. This is true 
of all of the networks as well. Any of 
the radio networks today will be glad 
to sell you a one-time shot on any of 
their sustaining shows on a tailor-made 
network, and will do all they can to 
help promote and merchandise it. In 
fact, the networks are even custom- 
making vehicles that are ideally suited 
for 'one-shotting.' 

"At the same time, lots of our clients 

and prospects have overhauled their 
thinking about year-'round or Septem- 
ber-through-June air advertising being 
the only effective way to sell. If you 
want to hand the major credit to some- 
one, I guess it would be to the Ford 
Motor Company. You'll remember that 
in the fall of 1949, when they couldn't 
clear enough announcement time for a 
spot campaign to launch their new 
auto models, Ford bought a saturation 
campaign in network radio, using one- 
shots. I think 14 different programs in 
13 weeks were used on one network 

"Well, the results for Ford were so 
good, according to J. Walter Thomp- 
son, that we woke up to find that a 
new radio technique in one-shotting 
was here. So did a lot of other clients 
and the major networks. Since then, 
there have been several successful imi- 
tations of the Ford formula for every- 
one from General Mills to the mail-or- 
der book outfits. 

"The single one-shot effort is com- 
ing into its own, too, for a lot of ad- 
vertisers who never used radio or TV 
before, or who used it sparingly. 
They're finding out that one-shots can 
be designed for all kinds of holiday or 
selling occasions. They've discovered 
that networks are more than willing to 
insure success with promotional back- 
stopping. You can tell your sponsor 
readers that one-shot shows are strict- 
ly here to stay." 

The network official's thoughts on 
one-shots, sponsor soon discovered, 
were echoed, with variations, by nearly 
every broadcaster involved with them. 
Networks and stations are indeed glad 
to accept them, provided the advertiser 
doesn't conflict productwise with ad- 
jacent sponsored shows. Here are oth- 
er symptoms of the growing one-shot 
trend : 

• Programs. As pointed out above, 
all of the major radio networks have 
the welcome mat out for advertisers 
who want to buy as little as a one-time 
use of a sustainer. (Some have even 
drawn up a special rate card for one- 
time, bi-weekly, and once-a-month 
sponsorships.) ABC has geared is va- 
rious "Pyramid Plan" shows for the 
pocketbooks of advertisers who want to 

buy one big effort, or an occasional 
promotion. A wide choice of all types 
of shows are available. NBC has a 
half-hour portion of The Big Show and 
the Wednesday night Barry Craig who- 
dunit series set aside for one-shotting; 
CBS built its Red Skelton radio series 
from the ground up, complete with a 
new merchandising setup (see "The 
network merchandising era is here" in 
17 December 1951 sponsor) to make 
it work. These are in addition to long 
lists of sustaining shows. Mutual, al- 
though it has not created special vehi- 
cles for one-shotting, contemplates do- 
ing so, has a long list of "product au- 
dience" sustainers suitable for one-time 

• Costs. There is a far wider range 
of price tags on one-shots today than 
there used to be, at the national, re- 
gional and local level. The big, fancy 
one-shots still cost a lot. Reynolds 
Metals' radio-video one-shot recently 
with the NBC Symphony during the 
Christmas-New Year season, an hour- 
long salute to Toscanini seen and heard 
on full NBC, cost Reynolds nearly 
•^O^OO plus the costs of promcting 
and publicizing the "good will" effort. 
The biggest of the Gillette sports ef- 

( Please turn to page 70) 

/Above all else, there has to be a 
good reason for the one-shot. Ac- 
tually, one-shots tie neatly into seasonal 
sales and holidays, can sell or do PR job. 

• J^ Shop carefully for a good one-shot. 
>•>■ There is a wide choice of such pro- 
grams today, nationally and locally, with 
price tags to fit any advertiser's budget. 

*^ To be a success, one-shot shows 
*& should be planned far enough in 
advance to enable the sponsor to do a 
sizable consumer audience promotion job. 

One-shots should be promoted with 
jt equal vigor to a sponsor's sales 
force and dealers to insure their backing. 
One-shots can mesh with trade events. 

J No one-shots, even holiday shows, 
should be isolated events. They are 
best when they're kickoff for major ad 
campaign, and followed up with good ads. 

Small-town pharmacy 
builds big with radio 

Among first prize winners in BAB success story 
contest, it makes model use of co-op money 

®In the Northwestern states, 
Henr\ Levinger and his ef- 
fective use of co-op radio ad- 
vertising is a phenomenon of the drug 
store trade. He is among the outstand- 
ing drug store advertisers nationally; 
a success story about him won first 
prize in the drug division of BAB's 
recent first annual Retail Advertising 
Contest; and he won in 1951 the Ore- 
gon Advertising Club's statewide ad- 
vertising contest. 

A month doesn't go by when Levin- 
ger, operator of the Rexall Drug Store 
in Baker City, Oregon (population: 
9,425), fails to receive long-distance 
phone calls, wires, and letters from en- 
\ ious druggists. "How do you do it?" 
is the key question. 

Nor does a month pass without Mil- 
ton L. Levy, ad manager, KBKR, Bak- 
er City, getting calls from curious sta- 
tion managers as far distant as Wash- 
ington. Idaho, and Montana. They ask 
him to explain the Levinger formula. 

So many queries have flooded in 
that KBKR has printed a special form 
letter. It reads that by sending in $15 
to cover the cost of assembling the in- 
formation, the out-of-town drug retail- 
ers and stations will get a full report 
from KBKR s advertising manager. So 
eager have been the respondents, a 
number have submitted their $15 by 
return mail. 

As an aid to local drug advertisers, 
SPONSOR presents a comprehensive 
survej of the Baker City broadcasting 
success -t<>r\. based on a report sub- 
mitted to BAB for its success story 
competition. It's the story of how 
Druggist Levinger, thanks larger) to 
a consistent radio campaign initiated 
four years ago, has: 

I. Succeeded in selling more mer- 
chandise I over $300,000 worth I than 

all other drug stores in Baker County 
combined, upned his gross business 

4oo' ; . 

2. Upped its prescription trade 
more than 100' '< (from a six-month 
total of 3,930 in 1946 to 8,482 in 

3. Increased its store traffic by as 
many as 175 customers a week. 

4. Enhanced the prestige of the 
sponsor so much that he is regarded 
regionally as a virtual oracle on mat- 
ters medicinal. 

5. Achieved all these benefits at a 
remarkably low advertising cost (be- 
cause the expense is shared by more 
than 25 pharmaceutical manufacturers 
and distributors who pay from $5 to 
$200 a xear). 

Levinger's co-op sponsorship story 
is not unique. As pointed out in spon- 
sor's roundup article ("Drug stores 
on the air," 28 August, 1950) an in- 
creasing number of local pharmacies 
have launched cooperative radio ad- 
vertising deals with their drug manu- 
facturers. What is unusual is the origi- 
nality Levinger has exerted in develop- 
ing his programing format. 

As sponsor was told by Arthur 
Gatto, eastern advertising manager for 
the Rexall Drug Company : "I've heard 
nothing but enthusiastic reports about 
Henry Levinger's radio advertising 
campaign. As you know, the Rexall 
Drug Companv provides institutional 
advertising for its franchised stores by 
footing the bill for the radio Amos V 
Andy half-hour show on CBS. That's 
handled by BBDO. 

"\l.ni\ of the stores sit back lethar- 
gically, feeling that this network show 
is enough advertising for them. But 
it takes an aggressive pharmacist like 
Levinger to set up a co-op deal with 
manufacturers on an independent 
(Please turn to page 62) 



Areas of influence often are larger than management thinks. Com- 
munity relations can be helped by the longer -reaching medium .. radio. 

With every improvement in mass transportation, a 
plant's "neighborhood" expands. 

Employment applicants come from farther and 

farther away. The circle of local suppliers widens. 

And these are only two examples. 

Moreover, as the area of influence grows, the need 

for good community relations increases. For this 

reason, more and more companies are turning to 

radio to carrv their message. . both to neighbors near 

the plant and to those who live beyond the reach 

of other local media. 

In six of the nation's leading industrial areas. . 

Boston, Springfield, Philadelphia, Pittsburgh, Fort 

Wayne, and Portland, Oregon. . Westinghouse sta- 
tions are taking a leading part in this growing 
development. Thev are in their 32nd year of helping 
industry make friends with its neighbors. . and they 
offer their experience and facilities to company 
management as well as to advertising agencies and 
public relations counselors. 



National Representatives, Free & Peters, except for 

WBZ-TV; for WBZ-TV, NBC Spot Sales 

14 JANUARY 1952 



were jolted by this 
sensational series in the 
Saturday Evening Post! . . . 

Additional millions of 

were awakened by 
it as a "Must See" movie! . . . 

the history of radio has such 
a thrilling document been 
so brilliantly dramatized' 

osed on the re\ 
fe experiences 


. . . For nine years he 
posed as a Communist 
for the F. B. /. 







■a rtf/V* 

^ »»«A. 




Is it profitable for similar TV program types to 
compete in opposite nettvorh time slots? 

I Director of Advertising 
Alfred Cussin Firth Carpet Company 
I New York 

, Scott 


picked panel 
Mr. Gnssin 

Our answer is an 
unqualified and 
large "No!" We 
firmly believe 
that, if drama is 
slated on one or 
two networks, a 
client buying the 
same time slot 
should look for a 
show that appeals 
to an entirely 
different group of viewers. Thus you 
give people a choice that suits their 
individual taste — not just a choice of 
one kind of show — or canasta! 

When the same types of show are 
the only available choice, many people 
develop viewing habits that last until 
the show displeases them a couple of 
times. Then, they look up competing 
listings or dial and, finding the same 
type show on competing networks, de- 
cide to turn off the TV set for that 
time period — or for the entire evening. 
In selecting a time slot, we first plan 
the ~})ow that, according to surveys, 
appeals to the greatest number in the 
class and income bracket to whom our 
client's product must sell. Then, we 
shop the networks for the besl avail- 
able time, opposite shows of entirely 
different caliber. If a variety show is 
planned, we look for time opposite one 
or two dramas. If a drama or mystery 
is planned, Ave try to place it opposite 
musicals or quiz shows. Thus, your 
client i^ assured of ^«'ttin<r viewers who 
do not care for the type of entertain- 
ment prevailing in competing time 

Audiences are far more selective now 
than when television was a novelty. 
Then, they gladly accepted anything 
and, in many cases, tuned in one net- 
work and stayed with it until bedtime. 
But they've all become critics now. 
Americans like to be in a position to 
choose whatever they want — particu- 
larly when it costs them nothing. And, 
if we, whose business is selling as well 
as entertaining don't give the public 
a choice they may, in time, choose 
some other form of entertainment. 
And, that isn't sound business for cli- 
ents, agencies or the television indus- 

Frances Scott 
Vice President 
Gibraltar Advertising 
New York 

The answer to 
such a question 
should not be 
slight. It is a 
network pro- 
graming problem 
that will be rear- 
1^^^^^ ing its ugly head 
more and more. 
■ i^H The cramped 

Mr. Coe quarters of net- 

w o r k grade-A 
time will contribute to the growth of 
this unfortunate condition and the ma- 
terial appetite of the medium itself will 
also encourage its existence. It would 
seem to me that an answer to such a 
question as to its profitableness can be 
best answered among three specialists. 
(1) The >iatistirs and research depart- 
ments; (2) the sales and advertising 
specialists; (3) the program produc- 

As a television producer, I have no 
authorities before me which would in- 

dicate either negative or positive an- 
swers, as the question is related to 
Nielsen ratings and to sales and adver- 
tising results. However, it does seem 
to me that pitting drama vs. drama or 
variety vs. variety is not a healthy com- 
petitive formula in a medium where 
the producer is constantly fighting for 
material. If there are to be two good 
dramas in one evening, these two dra- 
mas should not be in competition with 
each other. 

Fred Coe 
New York 

Profitable — for 
whom? The net- 
work, the adver- 
tiser, or the view- 
er? (Let's not 
forget him.) If 
the question is 
confined to the 
network, I would 
say yes. In tele- 
vision's groping 
days, certain con- 
cessions were made to attract adver- 
tisers to the medium. But today, with 
time availabilities at a premium, this 
is, for all intents, non-existent. A net- 
work's source of revenue is time and 
program sales. Specifically, since simi- 
lar program types competing are sold 
almost to the saturation point, it must 
be concluded that it is profitable to 
the network. 

Where the advertiser is concerned, 
I would say yes again, but to a lesser 
degree. Advertising expenditures in 
any medium must pay off in increased 
sales and institutional gains. Since 
most program types competing have 
been commercial, practically from in- 

Mr. Layton 



ception, the) must U> delivering the 

expected return to the advertiser. How- 
ever, if these same shows were not pro- 
gramed in opposite time periods and 
their potency were not reduced by 
each other's viewer acceptance, the po- 
tential of each program would be 
greater. Thus, although similar pro- 
gram types are profitable to adver- 
tisers, their full value is not being 

As for the viewer, I must say no. 
His television profit is measured in 
entertainment value. Similar program 
types competing confine him to either 
one show in its entirety, or to piece- 
meal views of all. If he remains with 
one throughout, he feels he has missed 
something by not seeing the others. If 
he dial-switches, the benefits of relaxa- 
tion and complete enjoyment are de- 
nied him. He may even become suffi- 
ciently annoyed to go to the movies. 
Then — we would be right back where 
we started. 

Jerry Layton 


Jerry Layton Associates, Inc. 

New York 

This devious 
question has so 

Mr. Oi 


that, starting 
from scratch, the 
odds against an 
intelligent and 
constructive an- 
swer are six-two- 
and-even. As a 
matter of fact, as 
your old friend and mine, Harrv the 
Hipster, stated, "A fin will get you a 
saw." However, if you are still reading 
this — and brother, you're strictly on 
your own — let's take a crack at figur- 
ing it out. 

Assuming that "profitable" means 
beneficial or useful to the television 
viewing audience and not solely to the 
network involved, the answer is "yes." 
Not necessarily a thundering "yes" 
preceeded by clarion trumpet calls and 
drum rolls but, nevertheless, a nice, 
round, fully-packed and somewhat 
pear-shaped, three-letter "yes." 

On the corner of the block in which 
my cold water flat is located, there are 
two drug stores. I can buy the same 
brands of cigarettes, shaving cream, 
tooth paste, and ulcer remedies in 
(Please turn to page 75) 

14 JANUARY 1952 

"Well, that's the nineteenth y 

ear I've 

signed one of these!" says Clen 

Advertising Director for Oklah 

ma Tire 

&. Supply Company, to Gusta 


borg. Assistant General Man 

KVOO, as he signed renewal 

for two 15-minute daily newsca 

sts over 

Nineteen years ago Mr. D. C. Sperry signed his first KVOO contract. At that time 
the Oklahoma Tire and Supply Company, of which Mr. Sperry is Advertising 
Director, operated but 12 stores in Oklahoma. Today, Otasco operates 201 mod- 
ern stores in four states! 

i Mr. Sperry, has played a great part in this tremen- 
third of Otasco's total advertising budget is appro- 

Radio advertising, according t 
dous expansion and today on< 
priated for radio. 

Since KVOO carried the first radio advertising ever placed by Oklahoma Tire 
Supply Company, and has continued to carry a heavy schedule for 19 c 
years, we take pardonable pride in our part in the amazing growth of this firm, 
now moving into their new million dollar general office and warehouse in Tulsa. 
We congratulate Mr. Maurice Sanditen, President, and all of his co-workers on 
this fine new evidence of faith in our growing Southwest. Completely air condi- 
tioned, modern in every respect, the new Otasco office and warehouse is the largest 
privately owned plant of its kind in the Southwest. 

Clem Sperry says, and we quote, "KVOO has always been our greatest dollar 
buy in radio!" 

Nineteen years of renewals proves his point. If it's continuous results you are 
looking for, you can get it over KVOO, Oklahoma's Greatest Station! 


National Representatives — Edward Petry & Co., Inc. 

II ciineirciit 

ij)o O 

h„ BOB I OKI >l \N 

Since there are no scores to pore 
over, Monday morning quarterbacking 
is even easier in television than in foot- 
ball. It's for this reason that I'd like 
to preface the following opinion with 
the fact that it's one which I arrived 
at right after the Pitchman commer- 
cials first went into the Berle-Texaco 
program. In other words, I didn't 
come to the conclusion that something 
was amiss with these amusing middle- 
breaks three years later when I heard 
that Sid Stone was leaving the show 
and a commercial-alteration was in 

But let me add, hastily, I was also 
among the first to find real enjoyment 
in watching this copy and that its 
Runyonesque approach to selling 
amused me far longer than it did most 
of my friends. Furthermore, I still en- 
joy it. But as I said, from the first, I 

SPONSOR: Chase National Bank 
AGENCY: Hewitt, Ogilvy, Benson & 

Mather, Inc., N. Y. 
PROGRAM: 20-second announcement 

It always startles me to find a stone- 
fronted institution utilizing the type of com- 
mercial which has proven itself able to get 
people's attention and hold it. It gave me 
the same feeling of happy incongruity I got 
when I saw Woody Herman and The Herd 
operate one evening out of Carnegie Hall. 

The Chase Bank was always, in my mind, 
one of those outfits whose only concession to 
its customers' mores was organ music during 
hanking hours and four-color brochures de- 
91 ribing their Xmas Club. But I rode the 
subway recently and saw a Chase car card 
designed on the order of the Household 
Finance loan-ads. That same night, the 
Chase folks stared out at me on TV — with 
a cleverly animated 20-second announcement 
advi-ing use of a Chase savings account. 
Coins mounted up for our animated money- 
saver and formed an umbrella which shel- 
tered him from the downpour that followed 
(rainy day, get it?). \t the close there was 
a very clever combination of large live hand 
shaking the hand "f nur little animated man, 

SPONSOR: American Telephone & Tele- 
graph Co. 

AGENCY: Cunningham & Walsh, Inc., 
N. Y. 

PROGRAM: Christmas program, WNBT 
(and other local stations) 

Unfortunately, Kukla, Ollie, and their pals 
have ruined the old-fashioned concept of 
puppets for the TV-viewer. If puppets aren't 
really animate, human in their expressive- 
ness, and fluid in their movement, they're 
just downright dull these days. In contrast 
to the space confines in which the Kuklapoli- 
tans must operate, the Beaton puppets in 
the Telephone Company's Christmas pro- 
gram wandered all over yet were static and 

Iliis film slmu was screened on the Sun- 
day before Cliri-tma- ami since it was on 
film permitted a number of broadcasts the 

verj same daj on a Dumber of stations (four 
in the New York City area). 

The Night Before Christmas was not as 
well done as The Night At The Inn, but both 
left something to be desired, being slow 
moving, unimaginatively scored, and rather 
I ly lighted. Furthermore, they were nar- 
rated in such a way that the attempt at lip- 
sync usually missed by miles. 

never felt that this commercial treat- 
ment, however well received and what- 
ever publicity accrued to it, ever helped 
or was the real answer to the selling 
of gasoline or motor oil. I'm sure 
there are many letters of testimony at- 
testing to the contrary of this point- 
of-view, but I'd answer them with: I 
don't believe letters-to-an-advertiser 
ever give a true picture of mass-fact. 
In fact, they're usually as misleading 
a criterion as any you can select. 

My reasons for not subscribing to 
the so-called Pitchman's type of sell- 
ing is simple indeed. Most of us (in- 
cluding myself) are fairly literal be- 
ings. We accept subtlety and innuendo 
in its place. But when someone is try- 
ing to get us to part with money for a 
product about which we know little 
and must accept on faith (gasoline) 
{Please turn to page 77) 

symbolizing Big Brother Chase and li'l ole 

An amazingly clever announcement which 
should do a lot to take the austerity out of 
banking and put a feeling of service in its 

SPONSOR: Benrus Watch Co. 
AGENCY: J. D. Tarcher & Co., Inc., 

N. Y. 
PROGRAM: Announcement 

Elegance is the name of an attractive 
bracelet-wristwatch for which Paul Lukas 
gives a Continental-type sales pitch. This 
testimonial is well conceived but in my mind 
a bit overstaged. The opening, Lukas in- 
viting us into his dressing room, is phoney, 
to say the least. 

But the most inept part of the spot is the 
copy Mr. Lukas is given to recite — being so 
unconversational and so adjectival that even 
as slick an actor as he, has trouble getting 
the words out over his teeth, hence they 
have absolutely no conviction or warmth. 
Either the copy was written by someone who 
has no ear for conversation or, what's more 
likely, the heavy hand of an ad-manager's 
third assistant caused the audio to read like 
a two-color package insert. 

Too bad — cause otherwise this is a good 
spot, well filmed and lighted — and further- 
more, the product is darned attractive. 


SPONSOR: American Telephone & Tele- 
graph Co. 
AGENCY: N. W. Ayer & Son, Inc., 

PROGRAM: Spot announcement 

Prior to the Christmas season, the Par- 
ent Telephone Company aired an animated 
spot, gently suggesting that folks do not call 
long distance on Christmas day. To assure 
completion of the call, they advised that ei- 
ther calls be made before or after. 

Here was one of the best uses of anima- 
tion it has been my experience to witness. 
Rather than lecture or shout, a cute little 
ditty achieved the desired result in good 
taste and good humoredly. It's rather a 
touchy subject to inform people that a util- 
ity's service will be strained on the very 
day on which many would like to use it. 
Hence, the light approach was decidedly 

Good animation, a good tune, clearly de- 
livered — and bound to increase good will for 
the Telephone Company at a time when the 
opposite effect might well have taken place. 


T. I story board 

A column sponsored by < 

of the leading film producers in television 


A series of human interest vignettes on the theme "Nice things happen 
to people who use Ipana" has been produced by SARRA for Doherty, 
Clifford & Shenfield for its client, the Bristol-Myers Company. These 
15-Second playlets will be used as commercials on Ipana's Break The 
Bank show. They will also be used as part of a series of one-minute 
spots on other Bristol-Myers TV programs. 

The many personal services offered by the twenty-eight conveniently 
located offices of the Chase National Bank are stressed in a series of five 
live and three animated 20-Second spots, produced by SARRA for 
Hewitt, Ogilvy, Benson & Mather, Inc. The live spots feature name 
announcers and average customers. The animated spots emphasise the 
checking and compound interest thrift accounts. 

The fabulous Hudson Hornet and its new lower-priced running mate, 
the spectacular Hudson Wasp, are the subjects for 20-Second announce- 
ment spots created by SARRA for the Hudson Motor Car Company 
through Brooke, Smith, French & Dorrance, Inc. Spots have been 
planned so that glamour shots of the cars will lead the consumer to the 
show room. 

14 JANUARY 1952 


/It *?& Pf 


/ith something of a shock, we suddenly realize that, despite all 
we've had to say about the good men here at F&P — we've never paid 
public tribute to the many young ladies in our employ, all of whom 
help so much to make "F&P Radio Service". 

You probably know one or two of them, yourself — at least the 
sound of their efficient and helpful voices on the telephone, or their 
cryptic initials at the bottom of their bosses' letters. But we hereby 
acknowledge that without their quick hands and sharp brains, the 
wheels of this pioneer organization would grind quickly to a stop. 

Aside from the invaluable F&P Colonelettes in our Accounting Depart- 
ment and other "staff" positions, every F&P account man has the full- 
time assistance of a capable "girl Friday", who knows the ins and outs 
of his daily duties just about as well as he himself does. 

Like our Colonels themselves, our Colonels' Ladies are in every case 
selected, cream-of-the-crop people who are chosen for their special 
qualifications, and who quickly learn to take as vital and informed an 
interest in spot radio as do the account men with whom they work. 
The efforts of all these intelligent and capable women are a substantial 
part of the "pluses" which make Free & Peters Radio Service. 


Pioneer Radio and Television Station Representative 

Since 1932 




















By Ewing Calloway, N. *i 


I Beaumont 


Corpus Christi 


Ft. Worth-Dallas 




San Antonio 









Portland, Ore. 







• • • 

Central New York's First 
television station enters 
its fourth year of continu- 
ous service to the Syracuse 
area with an impressive 
list of FIRSTS. 

• WHEN ratings in all 
Pulse surveys to date 

* * * 
MOST people in Central 
New York watch WHEN 


FIKoT with television in 
Central New York 

rlKoT with afternoon TV 

FIRST with morning TV 





".1'im i.i ., 


It's quite a jump from "Hell's Kitchen" to Madison Avenue but 
there's a fellow who'll be 50 years old next week who did the trick. 
He's the ad man's Horatio Alger who went from office boy to presi- 
dent of Batten. Barton, Durstine & Osborn. That's the agency whose 
billings will top $100 million this year and which handles such top 
radio and TV spenders as American Tobacco Company, DeSoto- 
Plymouth Dealers, Wildroot, U. S. Steel, B. F. Goodrich, and Gen- 
eral Electric — to name just a random handful. 

It takes 11 offices in as many cities and more than 1,500 employees 
(including over 50 vice presidents) to service all the clients. But 
Ben Duffy manages to keep his finger in practically every pie that's 
baked in BBDO's idea ovens. 

Coming up through the ranks, Ben spent a heavy proportion of 
his time in media. His book, "Profitable Advertising in Today's Me- 
dia and Markets," will be found oh practically every ad manager's 
and timebuyer's bookshelf. 

As in every other agency, the high cost of TV is a lively conversa- 
tional gambit at BBDO. On this problem Ben says, "Early TV ad- 
vertisers followed the frequency patterns they had been using in 
radio. That is, once a week for evening shows and daily for daytime. 

"I believe that video's high cost factor may force many TV adver- 
tisers in the future to follow the pattern of other media like maga- 
zines. You'll find some TV programs every four weeks; some every 
other week, and many will be able to continue weekly or even daily. 

"I think many TV advertisers will eventually schedule appearances 
to meet the available appropriations. Perhaps occasionally in sea- 
sons for some products. I am not thinking now of spots — I am think- 
ing of so-called network, national coverage. 

"The medium is too good and its impact too great for advertisers 
who may not have a sufficient appropriation for weekly programs to 
be denied its use." 

No matter what solution he comes up with for his clients' media 
problems, Ben will always be known among advertising men for his 
timely and quick acquisition of the Lucky Strike account. 

For a listing of Ben's business, fraternal, and social affiliations 
you'll have to consult Who's Who; he's the friendly, witty, sociable 
type of guy any club likes to have, and the knowledgeable, quick- 
witted enthusiast that business associations long for. 

Despite this spate of business and social activity, Ben has managed 
to become a competent trap-shooter and ardent, but middle-nineties, 
golfer. His wife and two children supply the cozy home-like atmos- 
phere (in Rye, N. Y.) craved by man in his off-duty hours. * * * 


you'll see it first thing , 

Before you leave home in the morning . . . even 
before you finish your second cup of coffee . . . you are going 
to become an ear- and eye-witness to every major 
world event— as it happened last night, as it happens now. 
This is the NBC Television program called "Today. "This is the morning 
briefing-session that will arm you with information to meet the 

day— more fully than any citizen has ever been armed before. 

but "today" is far more than this. 


is head -in -the -clouds 
feet -on -bedrock 
programming . . . 

from the network where successful pioneering 
is a habit ; and it's aimed straight at the 
3 out of 4 families who tune at least once 
every week to broadcasts of news and 
entertainment between 7 and 9 a.m. 
Moreover, because "Today" listens as well 
as it looks, it will fit naturally into the 
morning habit patterns of these families. 


is news of Korea, as it comes off the tape ! . . 
Wire photos of Paris style showings, as 
they come off the wires . . . Churchill's voice 
from London within a few hours of his 
speech . . . Actual headlines of current 
newspapers from all over the nation. 


is every known means of communication — 
even television's new Walkie-talkie — 
all used for the first time to feed the raw 
news into NBC's "Studio of Tomorrow." 


is DAVE GARROWAY, up-dating you 
completely on world events every 
twenty minutes as he pilots the fast- 
moving two-hour show. 


is the time for you to ask about the program's 
cost-sharing format, which will permit 
advertisers with modest budgets to 
participate in network tv for the first time. 
We've done an exciting movie about this 
program, too. We'll be glad to arrange 
a showing for you ; but better hurry, the 
show goes on the air January 14, 1952. 


14 JANUARY 1952 

s SPONSOR department featui 
>adcast advertising si 
lents of the industry. Contribute 

spsuled reports 
ed from all seg- 
s are welcomed. 

Film strip presentations help WTVJ huild local time sales 

WTVJ, Miami (with 12 men on its 
local sales staff i . derives 60% of its 
business from local accounts. To as- 
sist their salesmen in further increas- 
ing local business, the station employs 
a sales technique perfected by Free & 
Peters, their national representative. 

The borrowed technique, applied to 
the local level, is a Telestrip film pro- 
jector presentation along with a 
canned sales pitch prepared by WTVJ's 
sales promotion department (see 21 
\la\ IT)1 sponsor "Now you can see 
what you're buying""!. It enables local 
sales prospects to see strips from sev- 
eral WTVJ shows at their convenience. 

Here s how 7 a recent sale was made 
via Telestrip. Frank J. Holt of Florida 
Dairies, a Miami concern, contacted 
WTVJ and evinced interest in a TV 

Film strip sells Florida Dairies' Holt 

show. Stuart Allen, a WTVJ account 
executive, showed Holt film strips 
from several WTVJ shows right at his 
own desk. The result: Florida Dairies 
dom has eight participations weekly 
on the station. 

\\ T\ J'a business and sales manager, 
John S. Allen, comments: "We find 
the Telestrip remarkablj effective in 
interesting new prospects in local pro- 
graming. It provides salesmen with a 
tool bj which thej can get, and hold, 
the attention of a client. It's also a 
method by which we can bring a pro- 

gram to a sales prospect at any time 
of the day. Our future plans call for 
greater use of this visual selling tech- 
nique." -k * ~k 

Suspense's 30 minutes equal 
500 man hours of worh 

Some advertisers, like nearly all ra- 
dio listeners, concern themselves only 
with the finished product — the smooth- 
ly-flowing, entertaining 15, 30 or 60- 
minute show that comes out of the 
speaker. But each program represents 
a staggering total of man hours in- 
volved in the program's presentation. 

Take Suspense, sponsored by Elec- 
tric Auto-Lite Company, on CBS Mon- 
day nights as an example. One half 
hour of the mystery totals 500 man 
hours put in by approximately 50 peo- 
ple. Or, for every minute on the air, 
more than 1,000 minutes are spent in 

The writers alone average at least 
80 hours per show, with producer- 
director Elliott Lewis spending an 
average of 10 hours in script reading 
and editing. Two sound men assigned 
to the show spend a minimum of 20 
hours in gathering and rehearsing 
their effects. 

Representatives of Cecil & Presbrey 
(Electric Auto-Lite's advertising agen- 
cy) spend at least 20 hours a week 
on the show — including the time of the 
man who writes the commercials. An 
estimated 17 hours are required for 
Electric Auto-Lite's advertising experts 
to approve each script, supervise gen- 
eral policy and production matters. 
CBS officials spend 10 hours lining up 
guest stars; the legal department eight 
hours to clear titles. 

Orchestra time totals 160 man 
hours, and the guest star plus some 12 
supporting players spend 96 man 
hour- rehearsing. * * * 

Ad-PR outSit services na- 
tional accounts in own area 

Many a competent advertising and 
public relations firm outside of New 
York has been stumped on a major 
problem. That is, how to achieve na- 
tional recognition from big accounts 
who spend thousands of dollars annu- 
ally with well-known metropolitan 

Rothman & Gibbons of Pittsburgh 
think they've got a partial solution. 
Over a year ago, they found that some 
30 nationally known corporations 
would soon be claiming Pittsburgh as 
their home office; yet almost all of 
them had commitments with New 
York or Chicago agencies. 

Rather than compete with the New 
York or Chicago agencies, Rothman 
'& Gibbons decided on compromise, 
and the idea of selling the big agencies 
on a time-cutting and cost-cutting deal. 
They would act as western Pennsyl- 
vania representatives on several as- 
signments by making good use of well- 
established press, radio and other pro- 
motional contacts. 

It has worked out to the mutual 
satisfaction of the larger agencies and 
their clients. Currently, Rothman & 
Gibbons are working in their area on 
the Avco Corporation (Crosley divi- 
sion) $2,000,000 "American Way" 
contest. In the same manner, the agen- 
cy is»also working on a public relations 
program for the DuPont organization 
(anti-freeze division). And, during the 
past year, similar services have been 
performed for the George A. Hormel 
Company, and for Lever Brothers 
(Good Luck margarine). * * * 

Ralston builds feed sales 
with WIOV farm show 

The Ralston-Purina Company of St. 
Louis, in cooperation with local deal- 
ers, have come up with a sales-winning 

Radio-upped feed 



program that is, in addition, a boon 
to farmer-customers. The show, 1 O U 
Farm Service, is aired from Monday 
to Friday 12:30 to 12:45 p.m. on 
WIOU, CBS in Kokomo, Ind. It's 
farm service features ( weather reports, 
market data, agricultural and local 
farm news) are handled by WIOU's 
farm service director. Bob Nance. 

It's sales-promoting, sponsor-pleas- 
ing feature is the setting aside of at 
least one day a week for "special fea- 
tures."' This includes recorded inter- 
views with satisfied feeders who are 
following the Purina feeding program 
on the farm. Air checks of these 
broadcasts are sent the first of each 
month to the Ralston-Purina Company 
to assist them in further coordinating 
sales efforts between dealer and com- 

This is the report after the show's 
first year on the air (October 1950 to 
October 1951). The Kokomo district 
representative for Purina reports that 
total feed tonnage has increased an 
over-all 279f, with other districts re- 
porting similar increases. 

The local Purina salesman chimes 
in with the opinion that radio is the 
most important reason for this tre- 
mendous one-year surge. • * * 

Briefly . . . 

When advance ballyhoo for the 
MGM film, "Quo Vadis" hit Pitts- 
burgh, the KQV sales department came 
up with a "natural." The station "sold" 
its call letters to a local movie house, 
Loew's Penn, to exploit the movie. 
Some 250 stations breaks themed. 
"KQV Pittsburgh. We suggest you see 
QV . . . Quo Vadis at the Loew's Penn." 

A cocktail party helped celebrate the 
opening of new offices for the Key- 
stone Broadcasting Company at 111 
West Washington, Chicago. Among 
{Please turn to page 77) 

14 JANUARY 1952 


Vice Pres. Gen'l Mgr. 
Associated Program Service 151 W. 46th, N. Y. 19 

Important Announcement! 

Effective February 1, two of the best- 
liked, most widely-used APS Special- 
ized libraries will lie available in LAT- 
ERAL as well as VERTICAL transcrip- 
tions. Thus, for the first time in our 16- 
year history we depart from our tradi- 
tional devotion to that superb vertical 
transcription technique. 

The libraries: 1) APS' sensational 
COMMERCIAL library— all of Mitels 
Transcribed Sales Meetings (12 so far 
and one each month coming up) plus 
179 commercial lead-ins covering many 
lines of business. 2) APS' unique PRO- 
DUCTION library of dozens of themes, 
moods, fanfares, bridges . . . production 
music for local live shows, commercials, 
TV background, etc. 

Cost is the same either way: 
$22.50 monthly for the Commer- 
cial Library, including all the 
jingles and past sales meetings 
and one new meeting each month 
. . . $19.50 for the Production Li- 
brary, complete with index cards 
and catalog. 

Reason? Dozens of requests from 
broadcasters who simply don't have ver- 
tical turntable assemblies — plus our 
feeling that the superb APS quality 
standards are less vital to successful 
use of the material in these two li- 
braries. The full APS library . . the 
remaining APS specialized libraries . . . 
will continue to be the sweetest sound- 
ing music on discs, using VERTICAL. 
To the many who asked us to make 
this change — here it is! Write, wire, 
phone collect for fast service. 

Did You Say Virgin? 

Virgin vinylite is the glistening 
cherry-red substance used to press those 
crystal-clear APS transcriptions. Hold 
one up to the light . . . admire its warm, 
translucent appearance. You can see 
through it because it's free from "filler" 
. . . additional matter mixed with the 
original resin to make it stretch fur- 
ther. Virgin vinylite transcriptions are 
better sounding . . . quieter . . . last 
longer. They cost more, too. But APS 
standards make us insist on this treat- 
ment of our music . . . and the six musi- 
cal discs we send to our subscribers 
each month are V.V.'s The music might 
be called "virgin, 7 ' too- — it's specially 
arranged, never turned over to record 
companies for later release . . . genuine 
radio music, in other words. 

Welcome Rosemary Clooney! 

Big excitement around here this week 
was caused by a delicious little blonde 
songstress who did her very first tran- 
SCription date . . . under the APS ban- 
ner, naturally. She's Rosemary Clooney, 
and APS subscribers will be listening 
to her first work on transcription when 
they open our February release. Sup- 
ported by Earl Sheldon and a large 
orchestra, special arrangements, all un- 
der the direction of Andy Wiswell, this 
set of selections simply defies descrip- 
tion. It's radio recording at its best— 
the kind of music you get only from 

Rosemary Clooney is one of Ameri- 
ca's up-and-coming young vocalists. 
Fresh, effervescent, still developing as 
an artist and a showman, she fits per- 
fectly into the APS talent pattern. She 
got her start in radio at WLW. doing 
"Moon River Show" with sister Betty 
. . . thence to Tony Pastor's band as 
vocalist . . . Columbia Records where 
she turned out "Com' On-A My House" 
and earned a full page in Life Maga- 
zine . . . and a flock of top network ra- 
dio and TV spots. 

Like every other featured APS 
artist, Rosemary's goal is at least 
100 selections . . . enough to real- 
ly build a program. She was off 
to a flying start at her first date 
. . . left immediately afterwards 
for Hollywood and three movies 
for Paramount in '52. 
APS subscribers will have many 
chances to program, sell and feature 
their "exclusive" Clooney material in 
months to come. Another APS star is 
flying high! 

Rosemary Clooney is an addition — 
not a replacement — to the APS talent 
roster. We now proudly point to the 
greatest assemblage of talent ever col- 
lected by one libra»y and made avail- 
able on a current, live basis to broad- 

Why not give your staff . . . and your 
listeners . . . the best? 

Audition Discs Available 

Yes, we do have special audition 
discs, and you can hear them before you 
order your new APS library. There are 
a number of them, so please specify be- 
fore requesting. You can hear excerpts 
from our specialized libraries ... or 
you can hear samples from our full, 
basic library. 




SPONSOR: De I anes Jewelers U.i NCV : Direct 

CAPSUL] I \M. HISTORY: De Lanes wanted to ac- 
quaint listeners with a good value in electric pop-up 
toasters. Two announcements in one day on the Cactus 
Jack show acre deemed sufficient. It proved to he. The 
two-announcement response accounted for 55 toaster sales 
for a gross of uell over SI. 300. Cost per announcement: 
SI 2.50. The Cactus Jack program is on the air daily from 
9:30 to 10:00 a.m., 12:30 to 2:00 and 5:15 to 5:30 p.m. 
Kl \. Oakland PROGRAM: Cactus Jack 


SPONSOR: Engineering Associates AGENCY: Direct 

CAPSULE CASE HISTORY: This Omaha firm special- 
izes in small contracting jobs such as basement water- 
proofing, roofing. To further seasonal business, they 
bought a schedule of three announcements weekly on 
Polly The Shopper costing about $43.50 weekly. After 
a few weeks, the contractors report business building up 
rapidly, with the firm now booked months in advance. 
So much so they're considering a radio hiatus until they 
can catch up. 

KOIL, Omaha Polly The Shopper 



SPONSOR: Independent Distributors, Inc. AGENCY: Direct 

CAPSULE CASE HISTORY: This organization employs 
the Mary Allen program to further sales of high-priced 
appliances. It uses a single participation on the Monday 
to Friday, 10:30 to 11:00 a.m. show. A daily participa- 
tion for seven months plugged Crosley Shelvadors. The 
district manager reported sales in the area up from 14.2% 
to 23.7%, with dealers enthusiastic over radio. 

WKNK, Grand Rapids, Mich. 

PROGRAM: Mary Allen 


SPONSOR: Sam's Fruit Wagon AGENCY: Direct 

CAPSULE CASE HISTORY: Sam, in a participation, di- 
rected his remarks to an area where he hadn't peddled 
fruit and vegetables before. With a single announcement 
he teas able to sell a icagonload of produce the very same 
afternoon. Now people in this area are anxious to have 
him set up a regular route. His radio message pointed 
out that the fruit wagons goods came from the JJtica 
Regional Market noted for their quality goods. 
\\I!I\. I tica 

AGENCY: Wyckoff 

CAPSULE CASE HISTORY: This bank uses a 9:30 a.m. 
newscast to get clients and locate missing depositors. The 
method: a five-minute announcement offering $10 in cash 
to the first person giving the correct address for a list of 
missing depositors. The neivscast has uncovered a num- 
ber of persons all happy to be reminded of their savings. 
Also, considerable money has been invested at Thrift 
Federal thanks to the early morning newscast. Cost: 
about $27 per program. 

KROW. Oakland 

PROGRAM: Newscast 



VGENCY: Buchanan-Thomas 

CAPSULE CASE HISTORY: Tidy House Products Com- 
pany wanted to stimulate product sales and win new 
friends for Ferfex items. To do so, they offered a spatula 
in return, for 35# and a Ferfex box top. The selling ve- 
hicle: Edith Hansen's 10:00 a.m. homemaker program 
villi participation between 21 September and 6 October. 
The final tally: 3.312 requests to KMA for the premium 
at a cost-per-order of only .238^. 

KMA, Shenandoah, la. PROGRAM: Edith Hansen 

SPONSOR: Hanson Mfg. Co. AGENCY: Direct 

CAPSULE CASE HISTORY: This clothing manufacturer 
had a large slock of surplus cloth swatches at $2.00 per 
package. He purchased 12 participations on the after- 
noon Your Neighbor Lady show; sold out his entire 
stock. The folloiving year, Hansen bought additional 
woolen and rayon swatches; doubled his stock. Then, he 
raised his price to $3 per package. Once again 12 par- 
ticipations, three weekly at $81, sold out hundreds of 
dollars tvorth of goods. 
WNAX, Yankton, S. D. PROGRAM: Your Neighbor Lady 

Leading Independent 
Radio Stations are Pushing 
Sales Curves UP! 

It Will Pay You to do some INDEPENDENT THINKING 

If you have been hearing dire predictions about the fate of radio 
in general, just cast an eye at the leading independent radio stations! 
Competition has kept them toughened up, made them today's best 
buy when you really want profitable results. You owe it to yourself 
to get the facts. Just write to any AIMS member listed below. 



wc had a 21.2% 
last year. We attribute » 
major portion of *• 
J n to the splendid 
to plug our great Value 


_ T olUdioSutionWCOE. 


.. We use one 30-sec- 
ond spot a day on 
KSO N and we get 
ieads and sales every 
week.Weveused other 
no results." 
from Greystone Elec. 
San Diego 
















—Akron, Ohio 
— Baltimore, Maryland 
—Buffalo, New York 
— Cleveland, Ohio 
— Columbus, Ohio 
— Denver, Colorado 
— Des Moines, Iowa 
— Evansville, Indiana 
—Hartford, Connecticut 
— Indianapolis, Indiana 
— Jackson, Mississippi 
— Lincoln, Nebraska 
Louisville, Kentucky 














-Miami, Florida 
-Milwaukee, Wisconsin 
-Nashville, Tennessee 
-New Orleans, Louisiana 
-Pittsburgh, Pennsylvania 
-Portland, Oregon 
-Richmond, Virginia 
-St. Louis, Missouri 
-Minneapolis-St. Paul 
-Salt Lake City, Utah 
-San Antonio, Texas 
-San Diego, California 
-San Francisco, California 


They are all members of AIMS — 
Stations — each the outstanding indept 

Association of Independent Metropolit 
ndent station in a city. 

-Seattle, Washington 
-Spokane, Washington 
-Springfield, Massachusetts 
-Stockton, California 
-Syracuse, New York 
-Tulsa, Oklahoma 
-Worcester, Massachusetts 
-Youngstown, Ohio 


Aim for BULL'S-EYE results. ..with the AIMS GROUP 

14 JANUARY 1952 

Why WFBR is 


in Baltimore 


CLUB 1300 is the big 
participating program in 
the Baltimore area! Big- 
gest average ratings for 
the full seventy-five 
minutes, biggest mail pull, 
biggest studio audiences, 
biggest in every way. 

CLUB 1300 success stories 
are legion. Ticket requests 
are fabulous. Audience 
loyalty is tremendous! Get 
aboard CLUB 1300 for 
your share! 

Ask your John Blair man 
or contact any account 
executive of . . . 

What's Mew in Research? 

,,ii : mil ..,:';: i. r:::/.v:! ;;,;.',: ;: ii 

fl/IS is a new sponsor feature designed to give you facts and figures you can 
use to make decisions, to evaluate radio and TV problems. It will contain 
original research commissioned by SPONSOR and performed by Advertest Re- 
search, New Brunstvick, N.J. [in alternate issues), plus capsuled reports on 
newsworthy research studies. You'll find here also in handy form the current 
Nielsen Top Ten figures for radio and TV. 

a SPONSOR original 

Where* TV set owners listen to radio 





(Base: 749 adult respondent, in IV. Y. 

(Research by Advertest) 

This is the first subject researched for SPONSOR 
by Advertest. It ties in with the wealth of data 
now accumulating on radio listening in TV homes (covered in the 31 December 
1951 issue of sponsor), confirms and amplifies facts uncovered in the joint 
NBC-CBS radio network study. For analysis see text below. 

Key fact which emerges from the figures below left is that the pattern of radio 
listening in a TV home differs markedly from what it was pre-TV. Where 8.1% 
of the 749 respondents reported they listened most to radio away from home 
before buying a TV set, 18.3% say 
out-of-home accounted for most of 
their listening after TV. Similarly, 
there has been a change within the 
home with listening moving out of the 
living room and into the kitchen. The 
Advertest data indicates that radio lis- 
tening is getting harder to measure 
than ever before. For none of the re- 
search services which depend on phone 
calls, fixed meters, or personal inter- 
views with one member of the family 
alone can adequately survey listening 
done in a car or by one member of 
the family using a personal set awav 
from the living room. A need for new 
techniques of measurement would seem 
to be called for. 

Note: The Advertest figures are per- 
centage breakdown of where people 
say they listen most. They are not, as 
casual reading might indicate, a break- 
down by time spent listening in dif- 
ferent places. 

Where most 
radio listening 

Where most radio 
listening was done 
before TV entered 





3.9% Others (Away from Home*'* 2.9% 

include*: sun porch, dining room, cellar, 
ten; "i„,ln,l.s: uork, railing, school 

Living Room 

Other Rooms (at Home)* 















Both the s 

ame 18 



Don't know 








ed: "When 
home, do 

you listen to t 
you prefer to 

question word- 
hear English or 





tat V.S. area incl 

uding small 


farm and urh 


Week November 18-24, 1951 




Current Rating 


No. of 





Lux Theater 



Jark Kenny 




Amo. '.,' Ami, 

6.2 II. OOO 


Charlie MeCarlhy 

.-.. !!!«». OOO 



< rey*« Seonta 



People are Funny 

1, 693. OOO 



I Ibbet HcGm 




w alter \\ .... h.-li 



■».... Bel >mir l.if. 

1. 190,000 



Hub Hawk 



Don't overlook EM. 

You're working in the city. Turn on your radio. Listen to one of 
your AM commercials. It's coming through, clear as a bell, from 
that big transmitter nearby. Sounds fine, doesn't it? 

But there are many places in the country where that commercial 
of yours can't be heard at all — even though it's broadcast from 
an AM station right in the neighborhood. 

For in many places "radio climate" is such that the AM signal 
is torn to pieces by static, garbled by interfering "crosstalk." The 
folks you're trying to sell can't hear your message at all. 

FM solves that problem for you in many areas. FM is clear as a 
bell whatever the "radio climate." So in making your time sched- 
ules — Don't Overlook FM. 

NOTE: During its recent spot radio 

campaign on Zenith Hearing Aids, 

separately keyed spots were used on 

FM and AM stations in many cities. 

In a surprising number of cases, 

returns from the FM stations greatly 

outnumbered those from AM. 

Here's real proof of the growing 

importance of FM! 


14 JANUARY 1952 


{Continued from page 40) 

basis. Then, by originating individual- 
istic radio shows slanted for the com- 
munity, these wide-awake pharmacists 
really make the local trade sit up and 
notice them. We need more alert 
druggists like Levinger who know how 
to hypo local sales." 

What kind of programs does Levin- 
ger offer his audience? Here they are 
in a nutshell, with a more detailed 
analysis to follow: 
• A Visit At Rexall, a 15-minute 

show aired each Wednesday over 
KBKR from 11:00 to 11:15 a.m. 

• The Rexall House Party, a 30-min- 
ute program aired each Tuesday and 
Thursday over KBKR from 11:00 to 
11:30 a.m. 

• Letters To Santa, a 30-minute pro- 
gram aired over KBKR every Decem- 
ber, Mondays through Saturdays at 
5:00 p.m. 

• Special announcements, four to six 
of them used daily, to promote cele- 
brations like Mother's Day and Valen- 
tine Day, and special events, like Rex- 
airs twice yearly One Cent Sales. 


KFAB's Farm Service Department is 
nationally known tor its achievements. 
Bill Macdonald, Farm Service Director, 
has received numerous awards during 
his quarter-century of farm broadcast- 
ing. This picture, taken during the re- 
cent 25th anniversary banquet for Bill 
Macdonald, shows Nebraska's Gover- 
nor Peterson presenting him with the 
coveted "People's Award." Looking 
on is Hugo Srb, clerk of Nebraska's 
famed unicameral, who is presenting 
a similar award from the people of 
Dodge County. Nebraska. ... BIG 
MENT when you use KFAB. Address: 
Harry Burke, General Manager; or, 

intact Fre 

& Peter 


Levinger's entry into local radio ad- 
vertising was not accidental. He em- 
ployed considerable forethought. His 
problem, first of all, was to make the 
most direct appeal possible to the 20,- 
000 persons in Baker County — espe- 
cially to the housewife trade in Baker 
City. Since he has no soda fountain 
and offers no food service whatsoever, 
he wanted to increase sales of pre- 
scriptions, patent medicines, and sun- 
dry merchandise only. In fact, his 
goal was to sell more goods than all 
eight of his competitors — four drug 
stores in Baker City, and four others 
near the city. 

"During the last 20 years we tried 
all types of advertising," says Levin- 
ger. "Radio is most effective." 

He considered advertising in the 
newspapers, but rejected the notion 
for various reasons. The local daily 
seemed to be losing circulation; the 
local weekly spread too much of its 
circulation outside of the state; and 
both, in any case, split their reader- 
ship witb the Portland Oregonian and 

He considered the possibility of ad- 
vertising on a Portland radio station, 
but discarded this idea because the re- 
ception in Baker City was not too 
clear; and, in any case, they did not 
present a particular local appeal other 
than their established network pro- 

KBKR, on the other hand, seemed to 
be most ideal. BMB figures showed 
it had an 85% daytime listening audi- 
ence in Baker County. The same BMB 
survey revealed approximately 5,200 
radio families in the county, 3,640 in 
the city — and 92% of them listened 
in to KBKR. 

Having made his decision, Levinger 
made his air baptism over KBKR in 
1946 with daily announcements. The 
results were so satisfying, that he 
branched out until he was sponsoring 
his present program lineup. The for- 
mat of each merits special attention 
by other local druggists. 

The weekly A Visit At Rexall show 
has a highly informal composition, al- 
most deceptively simple. It's designed 
to hard-sell products, inform the pub- 
lic, and simultaneously make friends 
for Levinger. Participants include 
Henry Levinger himself, who is star 
of the show; his assistant pharmacist, 
Gene Bach; and an announcer from 
KBKR. The show is a remote, picked 
up at the store its<lf. 


will get 



with West Virginia's 



In West Virginia, one 
order buys two powerful, 
sales producing stations at a combination rate 
that is about the same as you would pay for any 

single comparable station in either locality! 
This means twice the impact in a lush industrial 
market that spends $500,000,000 
annually. Write for details 
about WKNA-WJLS today! 

5000 W DAY* 1000 W NIGHT 
ABC Radio Network Affiliate 

the personality stations 

Joe L. Smith, Jr., Incorporated 

Represented nationally by WEED & CO. 

1000 W DAY* 500 W NIGHT 
CBS Radio Network Affiliate 

14 JANUARY 1952 

It usuall] begins with the announc- 
er's introduction: "We're back again 
at the Rexall Drug Store in Baker. 
\iul as -""M as I can get Henry Levin- 
ger out from behind the prescription 
counter, he'll tell you about the new- 
est and latest in drugs and sundries." 

For approximately 13 minutes then 
(with occasional break-ins by the an- 
nouncer) Levinger holds forth on the 
latest medicines available in Baker, 
what they're used for. and what they 
will not do. In the couple of minutes 
left. Bach discusses cameras. This for- 

mat is so effective, there's never been 
a program from the store yet that 
hasn't sold some of the products men- 
tioned while Levinger was still on the 

"Henry provides information you 
couldn't possibly get into a prepared 
script," says KBKR's Levy. "It would 
take weeks of work, and a full store 
house of information about medicines 
and drugs. His performance has made 
him a real authority in this area. If 
anything comes up — say the jitters fol- 
lowing receipt of a Readers' Digest 

According to an independent survey made by students 
at North Dakota Agricultural College, 17 out of 18 
families within a 90-mile radius of Fargo prefer WDAY 
to any other station. 3,969 farm families in the rich 
Red River Valley were asked, "To what radio station 
does your family listen most?" 78.6% said WDAY, 
with the next station getting only 4.4%! 

Fargo-Moorhead Hoopers credit WDAY with much 
the same overwhelming popularity "in town". Despite 
the fact that the other three major networks are repre- 
sented with local studios, WDAY consistently gets a 
3-to-l greater Share of Audience than all other Fargo- 
Moorhead stations combined! 

WDAY is one of America's great radio buys, serving 
one of America's great farm markets. Write direct or 
ask Free 8C Peters for all the facts! 


Free & Peters, Inc., Exclusive National Representatives 

article about a disease — you often 
hear, 'Well, let's go down to the Rexall 
Drug Store and see Henry. He knows 
all about it.' " 

The Rexall House Party, originating 
from KBKR's studio, is a blend of 
music and quiz-giveaway show. It's 
been so popular because quiz contests 
on a small radio station are something 
of a rarity; moreover, listeners in a 
rural area feel their chances of win- 
ning a prize from it are much greater 
than the opportunities offered on a 
web quiz. 

Each program poses three questions. 
One is directed to a person whose 
name is picked by random from a 
phone book. For others listeners are 
asked to write in the answer. The first 
correct answer bearing the most recent 
postmark usually wins the prize. Or 
sometimes, for variety, the correct en- 
trant living the greatest distance from 
Levinger's store is the prizewinner. 

Occasionally, Levinger gives a prize 
to every person writing in, whether 
their answer is correct or not. He's 
given away as many as 60 gifts on a 
program. This beneficence on the part 
of Levinger isn't as expensive as it 
sounds. Many of the gifts have been 
offered to him free by distributors, 
anxious that samples of their product 
be promoted. The contest gimmick has 
been especially effective in building 
traffic. It has sent as many as 120 
people into the store a week; they sel- 
dom leave without making a purchase, 
and usually become new customers. 

The Letters To Santa show also has 
a prize gimmick. Each child — or his 
parent — must pick up their "Letter To 
Santa" contest entry blank at Levin- 
ger's store. Prizes are then offered 
for the best letter. Amusingly, Levin- 
ger was bombarded with over 600 let- 
ters in December of 1950. Since only 
500 entry blanks had been printed, the 
last 100 had to write in on blank 
paper. Indeed, the show was so popu- 
lar, it had to be extended another 15 
minutes each day during the final week 
of 1950's program contest. 

This show, too, has brought a lot 
of new customers into the store. Those 
asking for an entry blank inevitably 
make other purchases, and often be- 
come steady customers. Again, Lev- 
inger uses distributors' samples for 
some of the prizes. Other prizes are 
toys that were slow movers the year 
before, and would be marked down 


Two books 




of actual 

radio and TV 





About 200 factual and carefully reported 
case histories divided into basic industry 
categories. Exactly what advertisers and 
agencies need for buying use. Initial 
print run: 12,000. Space cost: $350 page 
(one-time rate I . Half pages also acceptable. 
Closing date: early February. 



Some 200 dated and tabulated TV successes 
divided into basic industry categories. 
Also, list of TV stations by markets and 
sets. Indexed for easy use. Initial 
press run: 12,000. Space cost: $350 
page (one-time rate). Frequency dis- 
counts apply. Closing date: early February. 

What black-and-white media 
have accomplished with their 
fatuous ii Rlue Book" is now 
available to the air media via 
RESULTS. Your message in 
either (or both) guarantees 
that the right people will be 
reminded of you often. 


3 The USE magazine 

• of radio and TV advertising 

• I Sunbei 

sells 'em all!,- 

From Tintair to Turkeys — "Pete 
Smythe's General Store" sells 'em 
all over Denver's Music-Personal- 
ity station KTLN ... in the nation's 
largest market without television! 

♦or availabilities wire, phone or write 
Radio Representatives, Inc., New York, 
Chicago/ Los Angeles, San Francisco or 
John Buchanan, KTLN, Denver. 

1000 WATTS 


only independent 



Fitting a Medium 
to a Market 

Covers ALL 
off the Rich 

Write, Wire, Phone 

Ask Headley-Reed 

In Canada 

more people listen to 


regularly than to 
any other station 

^^he 1950 BBM figures show 
1 CFRB's coverage as 619,050 
daytime and 653,860 night time — more 
than one-fifth of the homes in Canada, 
concentrated in the market which ac- 
counts for 40% of Canada's retail sales. 



United States: Adam | Young, Jr. Incorporattd 

Canada: All-Canada Radio Facilities Limited 

to below cost if kept much longer any- 
way. Thus the prizes — though worth 
a lot of dollars and cents — represent 
very little out-of-pocket money to 

Levinger's announcements are used 
only to promote special events. Usu- 
ally, not more than 50 announcements 
are bought for any one promotion 
campaign. They're aired two days be- 
fore the holiday or sale, and up to the 
last day of the event. When conser- 
vation becomes necessary, they're 
pulled off KBKR on days that the regu- 
lar radio shows are aired. 

Levinger has also exploited the aver- 
age person's love for prizes in his an- 
nouncements. In March 1950, the store 
was about to compound its 250,000th 
prescription. To make the occasion 
an event — and to increase prescription 
trade — Levinger offered a $25 savings 
bond and other prizes to the person 
whose prescription bore the number 
"250,000." The month of the contest 
showed an increase of nearly 300 pre- 
scriptions — or a 20 r r boost. That is 
to say, a month before the contest, 
1,238 prescriptions were compounded: 
during the contest month, 1,526 were 
filled; and after the contest, 1,256. 

Levinger thought the stunt so popu- 
lar, he tried it again in January, 1951. 
This time, there was an increase of 411 
prescriptions — or nearly 35%. 

Commercial copy for the Levinger 
announcements, whether for prescrip- 
tions, vitamins, or orchids, is factual 
and restrained in tone. Sometimes, the 
commercials read like a newspaper ad 
listing. This one is perhaps typical: 

"It's the time of year when your 
skin needs the most attention. The 
Rexall Drug Store has a number of 
special offers that mean big savings 
for you. Colonial Dames Dry Skin 
cleansing cream is being offered at 
half price ... the $2 size for only $1. 
Hines Tropical Spice Cologne has 
been put on special at just 29 cents. 
It formerly sold for $1. A dollar size 
Breck shampoo and fifty-cent size of 
hair dress has been reduced to only 
$1 for both of the items . . ." 

Levinger is obviously pleased with 
his continuous air campaign. It would 
be worth the price of admission if 
only for the fact that it has gradually 
upped prescription sales — usually the 
hardest pharmacy department to pro- 
mote, and the most lucrative source of 
income. He now compounds more pre- 
scriptions than all the other eight drug 
stores in Baker County combined. 


Moreover, while all nine drug stores 
in the count} including his own gross 

annualh a total of about 8000.000 on 
retail drugs, his own stoic alone 
grosses well over $300,000. 

This is all the more noteworthy 
when you consider thai more than 25 
manufacturers ami distributors pa} 
SO', f his air advertising (based on 
.V, or 10', of the total drug purchases 
he makes from them I . Some are ready 
to jun •")()', of the advertising costs 
on an\ amount he spends with them. 
Naturally, these co-op contributors get 
their return from the increased sales 
of their products, and often from the 
publicity of their products mentioned 
' i • • • 

on the air. 


{Continued from />age 30) 

more than seven weeks to work in) ra- 
dio and TV would carry the brunt of 
the campaign. 

For radio. Dayton stations WING. 
WHIO, and WONE were all used. Al- 
together, the stations carried three 
broadcasts of a Man-on-the-Streel 
show: three documentary-style shows; 
one broadcast of a taped panel discus- 
sion; and about 225 announcements on 
a gamut of shows ranging from music 
and news, to sports, women's, and farm 
programs. Half the announcements 
were paid for by the Committee; half 
were public service donated by the sta- 
tions. All full programs were donated 
by the stations. 

For TV. the agency used the Kenny 
Roberts and Joe the Puppet show, a 
half-hour Saturday morning program, 
that ran seven weeks from 22 Septem- 
ber to 3 November. It was carried 
simultaneously by WHIO-TV and 
WLW-D. The Committee paid a rea- 
sonable rate for the TV show, in- 
cluding production, time, talent, and 
other expenses. This was somewhat 
lower than usual cost for a seven-week 
-how. because there was no charge for 
-tudio facilities and rehearsal time 
I three hours each week). 

"All station personnel devoted full 
energ) to our shows," says Lincoln 
Scheurle. head of radio-TV at the 
agency. "That's because they liked 
working with the shows ... to sa\ 
nothing of being in sympathy with the 
campaign's purpose." 

The bulk of the radio programing 
was devised by two agency men. John 

To a time buyer 

with a client who wants lagniappe 

Now that the smoke of the holiday parties has cleared 

away, giving place to the normal, everyday smoke of 

battle, let's discuss a truth that is stronger than friction, 

an eternal verity of the great Midwest, the pulling power 

of WMT. 

We're not blase, understand, but we just don't get 

butterflies in the stomach anymore when we find more 

evidence of WMT's selling oomph. We expect it. For 

example, whenever visiting firemen get the grand tour 

through the station, we just point to Killian's Department 

Store across the street and casually mention how they sold 

2,200 pairs of socks with one commercial on their regular 

9 a.m. news . . . and 600 men's belts with another single 


Day in anil day out we hear tell about folks who buy 

something or do something because WMT suggested it. 

We know WMT persuades~^W,000 of our Eastern Iowa 

friends turned out for our annual Farm Field Day. 

One of our prize stories of persuasion, though, is this: Man 

named Joslyn runs a store in Manchester, 40 miles up the 

road. He bought a covey of spots on WMT to push a sale. 

Couple days later he phoned. "Call off your announcers, 

I'm cleaned out." quoth Mr. J. "What's more," he added 

a bit wistfully, "we had burglars last night." 

Now where else in the world can you get lagniappe like 





14 JANUARY 1952 

Leonard and George Brenard, who es- 
tablished themselves as "Call to Prog- 
ress Report* rs." First, the} "<l set up 
their recording equipment at a l>us\ 
-|n>i in downtown Dayton. Then they'd 
draw attention of passers-b) with a big 
stand-up sign; on it was emblazoned 
their identity and the questions being 

During each session, they'd record 
approximately 2.~> minutes of inter- 
views. These were then edited with 
scrupulous care. >o that the context. 
whether "for"" or "against" the school 
tax. remained unchanged. All super- 

fluous Wordage was eliminated, though, 
so that the program would fit the time 
limitations of Dayton's radio stations. 

The finished radio shows were cither 
in the form of straight man-on-the- 
-ti.it presentations, or of the docu- 
mentar) type. To get an ultimate pic- 
ture of school conditions, the "Report- 
ers" made a point of interviewing 
school teachers and principals. Some 
of the taped interview quotes were so 
dramatic, they were also used in short 

"The script approach, as you can 
see." Scheurle told sponsor, "was one 


This Rich, Crowing 15-COUNTY MARKET 

1950 Per Family Effective Buying Income of $2,948.0(1 

*%# yau**Ki/-<SeHZ<*t<et '£<fcZi0*t 


of fad and straightforward truth ahoui 
conditions in Dayton schools. Our sat- 
uration was heav) for five days pre- 
ceding the registration deadline in Sep- 
tember. Especially heavy saturation. 
with 'get-out-the-vote' chainhreaks, was 
achieved three days prior to. and in- 
cluding, voting da) ." 

In creating the campaign's 10:30 to 
11:00 a.m. TV puppet show. Scheurle 
had several goals in mind. He wanted 
a pure entertainment program slanted 
for the kiddies. He felt that if the 
show could arouse the enthusiasm of 
the kiddies, it would thus reach their 
parents, who would be persuaded to 
vote for the school tax. To get the 
widest possible audience of children, 
he did not want to offer a message doc- 
tored up and sugar-coated as entertain- 
ment. Rather, he wanted complete ad- 
ventures running about 12 minutes. 
Then, the bond issue pitch would be 
contained within the commercial por- 
tion of the program — exactly as if the 
program was advertising a soap or a 

Finally, he wanted to develop origi- 
nal characters for the show, who would 
then be identified in promotional cam- 
paigns with the Bond Issue appeal. 

All these wishes were achieved. The 
agency helped develop the unique pup- 
pet character. Joe: Muggsy, his dog: 
Jezebel, a nasty old cat: and Puntah. 
a kind of Americanized version of a 
magical leprechaun. 

Then, feeling that "Joe"' and his 
puppet friends would be unknown to 
the moppets until estahlished. the agen- 
cy decided to get a "known" element. 
This personality would draw immedi- 
ate attention to the puppets, though not 
overshadowing them. 

Kenny Roberts, the "jumping cow- 
boy," former WLW radio and TV per- 
sonality, proved to be the man fitting 
this hill. He had a wide popularity in 
Dayton. And he was prepared to co- 
operate cheerfully in merchandising 

the show and its message. 

"Before the first show went on the 
air," says Scheurle, "the seven scripts 
and commercials were in outline form. 
Next came a detailed synopsis "I sug- 
gestions for puppet "business,' with 
free-lance artist Shirlej Kartell serving 
as puppeteer. From this 'packed' sy- 
nopsis, a complete script was written. 
The entire program, including com- 
mercial, was completely formulated 
each week. 

"The puppeteers then rehearsed with 
this script." Lee Jason, WHIO-TV di- 
rector, used it for checking his camera 
shots — to make sure the audience 
would not miss any of the puppet ac- 
tion. Each week, the puppets had an 
exciting adventure: exploring a cave 
— visiting the wild west — fighting pi- 
rates on the high seas — getting lost in 

"The businessman who has a dollar to 
spend in radio wants to get his dollar's 
worth out of it, and he can by using 
research and using it more intelligently. 
I doulit that any medium has ever had 
the cold spotlight of fact turned on it to 
such a degree." 

Board Chairman, CBS 

a haunted house — or having a circus. 
The adventures were in two acts, each 
act running six minutes, and complete- 
ly divorced from the bond issue com- 

Realizing the need to build an audi- 
ence for the show almost immediately 
(because it had but seven weeks to 
hammer home the message), the agen- 
cy merchandised Kenny Roberts and 
Joe the Puppet to the hilt. Here are 
some of the promotional stunts it used: 

1. Newspaper ads ran each Friday 
and Saturday, calling attention to the 
show. A weekly mention in "TV High- 
lights," near the TV station listings, 
also helped direct attention to it. 

2. Retail stores featured window dis- 

plays, containing school bond issue ma- 
terial and promotion of the program. 

3. Cards in city busses and trolleys 
showed photos of Kenn) and Joe. 

4. Both TV stations gave the show 
58 promotion plugs. 

5. Following the first week's show, 
a card containing a picture of Kenny 
and Joe — plus a comment on Dayton's 
crowded schools — was passed out by 
teachers to 30,000 school children. 
Taken home, this message was read l>\ 

6. During the fourth show, the 
"Kenny and Joe Club" was announced. 



NOW 5000 ' 


\ letter was lot warded to parents (via 
the school children I explaining the 
need for the bond issue and tax levy. 
The letter didn't tell the parents how 
to vote; or ask them to commit them- 
selves in any way. But it did ask them 
to sign the letter at the bottom, prom- 
ising they'd go to the polls the 6th of 

\\ hen each child returned to class 
with his parent's signature, he became 
a member of the "Kenny and Joe 
Club." Each youngster got an official 
membership card, and a Kenny and 
Joe Club button — both containing pic- 


No other signal covers the South Bend market 
like WSBT. Radio sets in use are up to an all- 
time high of 32.8! WSBT's share of audience 
at 66.6 is way above the national average. And 
here television is insignificant because no con- 
sistently satisfactory TV signal reaches South 
Bend. Don't sell this rich market short. Wrap 
it up with WSBT radio. 



14 JANUARY 1952 

turea of the Bhow personalities. Club 
membership, the agencj found, was 
"practicallj !»>»>' i ." 

7. During the program's final week. 
Kenn) Roberts made personal appear- 
ances before more than two-thirds of 
Dayton's public school kid-. He ap- 
peared in schools most in need of re- 
pair and expansion — and in schools 
with strong PTA groups sure to get 
out the vote. 

8. The audience in the TV studio 
was comprised of children from those 
needy schools. In talking with them 

on the program, Kenn] had the mop- 
pets talk about the poor facilities of 
their schools. 

'). Finally, main radio announce- 
ment:-, featuring Kenn) and Joe. were 
made. These plugged the TV show, 
and urged kiddies to join the club. 

Thanks to these ingenious devices, 
the an community cause became a vir- 
tual crusade. "The end result was," 
says Scheurle happily, "that the school 
bond and tax levj issues passed with 
a fine majority of almost two to one.'" 
• • • 

We serve 400,000 loyal listen- 
ers in Negro, rural, industrial, 
and four nationality groups. 

Only the Gary Sales Plan sells 
Indiana's second market. 

Call us without obligation. 

Gen. Mgr.-WWCA 

Gary Indiana's 
No. 2 Market 


(Continued from page 38) 

forts, the latest Rose Bowl radio-video 
coverage on NBC, cost the razor firm 
$150,000 plus promotional costs. U. S. 
Steel spent over $30,000 for a de luxe 
25 December telecast of Christmas 
Carol. Mutual Benefit Health and Ac- 
cident Association sank nearh £20,000 
in an MBS Christmas show, Mutual of 
Omaha Calling, which tied up 22,000 
mile- of long-distance wires so that 
Korea servicemen could talk to their 
families during the one-hour show. 
However, at the other end of the scale, 
you'll find firms like Book Associates, 
a Huber Hoge agency mail order ac- 
count, which spent as little as $4,000 
for marginal quarter-hour one-shots on 
CBS to promote piano-lesson books 
during the pre-holiday season. Since 
most networks have a widely-priced 
list of shows to sell, a wide range of 
times to put them in, and are willing 
to bargain on the size of a network, 
one-shot prices today are very flexible, 
and can fit all types of budgets. 

• Promotion. Even the best one- 
shot air effort will wither on the vine 
w ithout proper promotion to gather an 
audience and to build up the show to 
dealers. All of the radio and TV net- 
works are willing to give a sponsored 
one-shot today an extra push with on- 
the-air„and audience promotion at no 
extra cost. NBC and CBS have even 
got major merchandising plans to 
backstop one-shots. A one-shot then 
becomes the keystone of a big adver- 
tising effort, instead of just an isolat- 
ed splurge. For the sponsor who wants 
to go even further, networks will also 
give advice, based on the increasing 
knowledge of experience, in helping 
clients plan and execute their own pro- 
motions for one-shots. 

However, the fact that more and 
more advertisers at all levels are look- 
ing with favor on one-shot shows is not 
caused merely by the wide program 
choice, attractive prices, and promo- 
tional backstopping offered. Clients 
and their agencies, and broadcasters, 
are constantly inventing new "reasons- 
why" and objectives for one-shots. 




The WHOLE job in TV file 

spot-making at TELEFILM Inc. 

Producers since 1938. 



The Network Populari- 
ty TelePulse will in- 
clude ten markets as of 
January, 1952. These 
markets are: 








New York 



Pulse will include 21 
markets as of January. 

For information . . . 

THE PULSE Incorporated 

15 West 46th Street 
New York 36, N. Y. 

14 JANUARY 1952 

The standard motives, of course, are 
still behind most examples ol one-shot- 
ting. SPONSOR found these three main 
motivations behind the recent (and 
even main of the classic) uses of the 
one-time air: 

1. One-shots can handle a big over- 
night advertising job. When a new 
model series or a big campaign is be- 
ing launched, for instance, the one-shot 
show often serves as the ideal spear- 
head. Examples: When Nash-Kelvina- 
tor wanted to introduce its new auto 
line in late 1948, the springboard into 
the campaign was the all-night spon- 
sorship of the presidential election re- 
turns on CBS radio, at a cost of over 

More recently, when Holeproof Hos- 
iery wanted to launch a new stocking 
line, it sponsored the hour-long telecast 
of the Miss U. S. TV finals on DuMont, 
on 5 December. Cost: about $20,000. 
The famous Ford round of one-shots is 
being copied, as SPONSOR goes to press, 
by the automaking firms of Buick and 
Pontiac on CBS and ABC, to launch 
their new models. 

2. One-shots dovetail nicely with a 
seasonal sales drive. Many a firm's ad- 
vertising is geared to big seasonal sales 
pushes. Often, half of a firm's yearly 
sales will be done in a particular sea- 
son. This has led firms like Elgin Na- 
tional Watch, Hamilton Watch, Elgin- 
American, Hallmark Cards, Royal 
Typewriters, and others to use pre- 
Christmas one-shots for many years, 
since the extra "push," often in the 
$50-$100.000 class, of the one-shot is 
justified in sales. However, many new 
firms, like Cannon and Pepperell, are 
getting into the one-shot act, tying the 
promotions up with January "white 
goods" sales. Department stores, fash- 
ion advertisers and others are finding 
that the one-shot can move merchan- 
dise off store shelves with the right 
"seasonal" push. 

3. One-shots are an ideal prestige- 
builder. For companies whose adver- 
tising is generally of the low-pressure, 
public-relations variety, the one-shot 
show tied in with a special event or 
holiday is often ideal. Even companies 
who do business in a high-competitive 
consumer field find that the prestige is 
worth the cost. A typical low-pressure 
effort was the Christmas-day U. S. 
Steel sponsorship of Christmas Carol 
on NBC-TV with Sir Ralph Richard- 
son, flown in from London for the oc- 
casion. "Big Steel" makes no Christ- 








Yes sir, things are really booming 
in Arkansas. And when we say 
"things", we mean, among others: 

* Radio Families 

* Station Audience Families 
-k Family Buying Power 

Radio Families UP! 


1944 1949 1 UP 

CBS BMB ^_ 0/ 

248,840 343,340 j <5# /O 


1944 1949 1 UP 

CBS BMB ftno/ 

198,920 3 19,090 J DU /O 

KIIU Families UP! 


1946 1949 1 "" UP 


166,100 189,530 J 14 /O 


1946 1949 ] UP 


127,670 150,550 J 10 /O 

Buying Power UP! 

average for cities of the 100,000 class, by 
Sales Management figures. The Little Rock 
trading zone (224,000 families in 26 coun- 
ties) spent $522,255,000.00 out of an effec- 
tive buying incc 
cording to the s 

! of $642,504,000.00, 
-illlfl - 

Effective Jan. 15, 1952 
\ Time Charges UP! 

( KLRA will increase its base hour 

-ate by 15%. This increase is the 

I first since 1945, and is a modest \ 

For the complete KLRA story, 
k any 0. L. Taylor Company otfic 




mas gift items, does practicall) no bus- 
iness with the genera] public. Yet, I . 

S. Steel spent over $30,000 to garner 
public good will, and feels it did a 
good job. Philli|» Petroleum, on the 
other hand, which gears most ol its 
air advertising to direct "sell," also 
found a holiday-season one-hot a good 
buy. Phillips bought a half-hour radio 
airing, on MBS. of the annual dinner 
of the Chemical Engineering Society, 
pureh as a public relations venture to 
huild industry prestige. The show was 
aired from the Waldorf on 2!'. Novem- 
ber, has since brought Phillips main 

compliments w ithin the trade. 

\\ ith these different motives — every- 
thing from hard-headed business rea- 
sons to a desire for good public rela- 
tions — bringing advertisers to the air- 
waxes with one-shots, it was hard for 
SPONSOR to pick a "typical" one-shot 
operation from the recent seasonal 
i mp. 

However, one such effort stood out 
from the rest. This was the simulta- 
neous airing, on some 425 MBS outlets 
and 43 DuMont TV stations, of the 
famous charity football classic, the 

Ea>t-\\ est game, 1>\ Motorola. Inc.. on 

/I free ride 
to Canada 


WGf\ covers the rich 
industrial and farming areas of 
Western New York — a gigantic 
market in itself. 

But WGR also gives adver- 
tisers a big plus in its coverage 
of its across-thc-border neigh- 
bor — the two billion Toronto- 
Ontario marketing area where 

WGB is the 3rd most-listened- 

to .station. 

^jyoadcadt^tq Corpjorutwn 


National Representatives: 

1UFFALO 3, N. Y. 

ree & Peters, Inc. 

leo J ("Filz") Fitzpatrick 
I. R. ("Ike") lounsberry 

2') December. It was probabh the 
most expensive one-shot — it cost up- 
wards of $200,000 for everything— in 
recent years, and was one of the most 

The Motorola sports event managed 
to combine, in one big show, all of the 
three "basic" reasons for a one-shot. 
It was a special occasion, since the 
East-West broadcast was the climax of 
a 810,000,000 ad campaign in 1951 
and was the official launching of the 
new 1952 Motorola line. The show 
came along at a time when Motorola, 
armed with a handsome new line at- 
tractive! v priced for the consumer, was 
in the midst of its winter-spring sea- 
son, biggest selling period for receiver 
firms. Since the proceeds of the game, 
and a good part of the cost of the TV 
and radio rights, go to the Shrine Hos- 
pitals, it served as an ideal public re- 
lations vehicle for Motorola. 

This would have been an impressive 
lineup of reasons for almost any ad- 
vertiser. However, Motorola added a 
new wrinkle to its one-shot operation. 
Instead of holding the usual annual 
sales convention for dealers and dis- 
tributors, the big receiver firm decided 
to make the one-shot show an actual 
substitute for the annual get-together. 

Motorola advertising director Ellis 
Redden told SPONSOR: 

"We saw in the East-West game a 
chance to do something startling in 
launching the new 1952 line to our 
dealers. In addition, the game would 
serve as a 'bridge' between our $2,- 
000,000 radio-TV efforts with pro- 
grams and spot schedules during 1951 
and our planned radio-TV schedule in 
1952. But, primarily, the East-West 
classic served as an unusual and ef- 
fective way to launch the new line with 
a real bang to the public." 

To make the one-shot effort, on 
which so many things depended, a real 
success, Motorola spared no expenses. 
To promote the show effectively to 

6233 Hollywood Blvd., Hollywood 
155 E. Ohio Street, Chicago 


dealers and distributors, Motorola sent 

out no less than 124.000 separate mail- 
ing pieces to them, and to their em- 
ployees, industry leaders, and others. 
Complete plans were worked out, 
whereb) the commercials that official- 
ly launched the new line became the 
highlights of a series of informal deal- 
er cocktail |>arties all over the country, 
so that these became "conventions in 
miniature." complete with sales con- 
ferences. Needless to sa\. dealers and 
their friends were quite impressed with 
the whole one-shot operation, since it 
was to be the first time that any of 
them would see the new models, and 
hear the new price line. 

Promotion to the public, to insure a 
big consumer audience, was equally 
thorough. The two networks, MBS and 
DuMont. gave the event plenty of on- 
the-air and audience promotion of all 
kinds, as far back as the beginning of 
December. Dealers were furnished 
with facsimile tickets to mail to their 
prospective customers, and complete 
promotion kits to make each of the 
30.000 dealers' stores a promotional 
showcase for the East-West game. Mo- 
torola ran schedules of tune-in ads the 
day before, and the day of, the event 
in all TV cities used, and promoted 
widely in the radio-only areas (where 
it split the costs of the radio pickup 
with the Shrine East-West Football 

A heavy publicity campaign was 
done on the show, going back for near- 
ly two months, by Motorola's publicity 
firm. Roger Brown Associates, to give 
it an even greater push to the public 
and the trade. Every angle was worked. 
The big interest in the classic as a top 
sports event was played up to sports 
editors. Human-interest stories sur- 
rounding the charity aspects (such as 
giving away Motorola TV sets to the 
Shrine hospitals I were planted. To the 
trade press, both radio-TV and retail- 
ing, much was made over the fact that 










the "open house" convention, com- 
bined with a broadcast, was a new 
sales departure for that industry. 

By the time the 29th of December 
rolled around, everything was set. Spe- 
cial film commercials had been shot l>\ 
the ad agency, Ruthrauff & Ryan, as 
fast as the pilot TV models were avail- 
able, in a record four weeks flat of 
day-and-night work (normally, it 
would take twice that much time). \ 

huge audience was practicallj guaran- 
teed by the combined weight of the 
promotion put behind the event by Mo- 
torola and its distribution organization. 

and In the two networks and the Shrin- 
ers. A follow-up ad campaign, likely 
to be as expensive as 1951's $10,000,- 
000 effort, had been drawn up, to run 
on the air, in newspapers, magazines, 
outdoor advertising, trade press, farm 
publications, Sunday supplements and 


. . . trade-mark of the 



i index of progressive farming, 
for low-cost, volume production 
and high profits. 

In Kansas, there are one and one-eighth tractors 
for every farm . . . and they're increasing at the 
rate of 1,200 a month.* 

Here's a market index you can 
hang your hat on! It shows buy- 
ing ability, promises increased 
production, greater buying power, 
more leisure time, and still higher 
living standards. 
IMPORTANT! These modem 

farm families are the same ones 
that make up WIBWs large, loyal 
audience. WIBW is the station 
they listen to most.** WIBW is 
the most powerful single medium 
you can use to sell the Prosperous 
Kansas Farmer. 

14 JANUARY 1952 

1000 WATTS 


North Carolina Rates More Firsts 
In Sales Management Survey Than 
Any Other Southern State. 
More North Carolinians Listen to 
WPTF Than to Any Other Station. 



50,000 WATTS 

680 kc. 


and Eastern North Carolina 
National Ro P . FREE & PETERS, Inc. 

other media, both nationallj and co-op. 

It's too early, of course, to judge the 
effectiveness of the $200,000 Motorola 
one-shot effort. Hut. on the basis of 
the earlj reactions (unanimously fa- 
vorable) from dealers and distributors, 
the East-Wesl game has certainl) gi\- 
en Motorola a running head start into 
its biggest 1952 selling season. 

Having gotten the tremendous in- 
itial push of the big one-shot event, 
Motorola does not intend to let up in 
its advertising. This way, Motorola 
feels it will reap the greatest benefit 
from the expensive one-timer. Having 
killed two birds with one stone, Moto- 
rola doesn't want to let them get away. 

Even if Motorola doesn't use an- 
other extensive one-shot air effort un- 
til it's time to launch the 1953 line, it's 
had an effect on the industry. Don't be 
surprised if you see more combina- 
tions of model-launching and sales con- 
ventions patterned on the Motorola ef- 
fort coming up for other advertisers in 

Yes, the use of one-shots is increas- 
ing. More and more advertisers are 
becoming aware that the success secret 
here is not a mystery. It's simply a 
matter of having a good sales reason 
and plenty of promotion on one end, 
and a thorough follow-up on the other. 
• • • 


{Continued from page 37) 

advertising-conscious leadership of its 
president, Edward D. Jones, son-in- 
law of Henry Louis Griesedieck, and 
a prominent broker in St. Louis. 

"Around the brewery. Ed is known 
as the 'outside inspection department'," 
a friend sa\s of Jones. "If a piece of 
merchandising or advertising poster is 
torn, he spots it immediately. He likes 
keeping track of everything." 

Jones has surrounded himself with 
a brilliant executive staff that includes 
Frank Griesedieck, advertising mana- 
ger, assisted by Hans Saemann; Fred 
Smith, sales manager, assisted by Bill 

Another reason for the brewery's ad- 
vancement is the shrewd guidance pro- 
vided bj the Maxon Agenc\ (Detroit, 
Chicago, New York), which took over 
the account in 1941. Lou Maxon, in 
the Detroit office, controls planning 
and strategy. 


In 1043 the agenc) recommended 
and the client bought— a philosophy 

of low-pressure advertising <m a con- 
tinuing and long-haul basis. While the 
objective was at uo time to make Stag 
the leader in the St. Louis market, this 
ultimately became the case. 

The original plans called tor increas- 
ing sales by two and one-half times 
what they were in 1943. This was to 
be accomplished over a five-year pe- 
riod. The goal, though, was accom- 
plished in two years — via the firm's 
philosophy of low-pressure continuity 
advertising. The results were so satis- 
factory, that the same program was 

Stag's radio and TV commercials all 
stress two points — Stag's "dry" qual- 
ity, and the fact that it's "extra-brewed 
to be sugar-free." This pitch is some- 
what more subdued than Stag's copy 
in days of yore. At one time, it used 
the slogan "America's finest dry beer." 
On still another occasion, it used the 
TV theme. "Sugar may be good in 
cereal, but > ou don't want sugar in 
beer." The first theme was dropped 
because it was somewhat ambiguous 
(Stag is actually a relatively light dry 
beer) ; the second because it implied 
other brewers put sugar into their beer. 

The new theme has worked better, 
the indications are, because it's more 
accurate and more understandable. Re- 
cently one of the company's sales man- 
agers stated in a letter: "Our sales fig- 
ures have been phenomenal since the 
start of this new ad campaign." 

Both the radio and TV commercial 
employ a recorded jingle that goes: 

// you want 

The finest beer 

The driest beer, 

The smoothest beer, 

Altvays ask for Stag Beer! 

It's brewed to be sugar-free. 

This is followed by the pitch: "Yes, 
cost!) extra steps in brewing — devel- 
oped by Stag years ago — make Slag 
free of un fermented sugar. That's why 
Stag Beer is always mellow and light 
— just right! Try Stag!" 

Stag's timebuying is usually handled 
by the iVu ^ ork branch of Maxon. 
At the beginning of Stag's venture into 
radio, it used half-hour, locally-pro- 
duced Stag Square Dance programs on 
seven stations. This type of program- 
ing was dropped for three reasons: I 1 I 
Production values of some of the shows 
were spotty; (21 The square-dance 
craze seemed to be subsiding; (3) 
Since Stag's beer copy story is not in- 
herently a long one, it was felt it was 
wiser to tell listeners that story more 
often in announcements, rather than 
concentrate on long program commer- 

Then why does not this third reason 
apply to Stag's television programing? 
Because it uses TV in single-station 
markets, where there s a lot of double 
and triple spotting of commercials. Be- 
sides, its TV programs get very high 
ratings. Stag News nabs a 22 rating 
at 5:45 p.m., and its St. Louis wres- 
tling shows have won ratings as high 
as 55 or 60. 

Stag Beer goes heavy on point-of- 
sale merchandising. It uses a lot of 
fluorescent signs, advertising cards on 
the back of bars, and it has employed 
signs ballyhooing its wrestling shows. 
In the new year, it will use commercials 
asking listeners, "How many stars in a 
Stag Beer label?" Those who send in 
postcards with the right answers, will 
receive a chart of famous wrestling 
holds, illustrated with 33 photographs 
prepared by Vern Gagne. 

Undoubtedly, though, Stag's most 
arresting promotion was its recent fly- 
ing blimp, which landed in many Mid- 

western fairs. While blimps may be 
passe to blase New Yorkers, they ap- 
parent!) are a sensation in rural areas. 
Many network shows were taped from 
the blimp, including one over the Mis- 
souri Farmers Association network of 
some 20 stations. The blimp was her- 
alded in each town with station breaks, 
news releases were furnished to the 
press, window displays built for mer- 
chants, signs pasted on trucks, an- 
nouncements made at Chambers of 
Commerce luncheons. 

Indeed a Tulsa businessman re- 
marked enviously: "You've gotten 
more publicity on this blimp stunt than 
the Community Chest or any other lo- 
cal event — except a murder that once 
happened in Tulsa." 

The air future of Stag Beer is fairly 
predictable. There is no doubt that it 
will expand its radio and TV coverage, 
in keeping with the expanding distri- 
bution of the beer itself. At its pres- 
ent rate of mushrooming growth, 
chances are the day is not too far when 
Griesedieck Western will start giving 
the Big Four Brewers a run for their 
money. -k -k -k 


{Continued from page 45) 

either store. Yet. both make a rather 
tidy living. More to the point, the 
people in my neighborhood have the 
choice of shopping at either one. 

Glance at yesterday's newspaper. (I 
get it a day late because I made a deal 
at a reduced price with my next door 
neighbor. I I see where "South Pacific" 
is at the Majestic Theatre on 44th 
Street and "The King And I" is play- 
ing in the self-same block. Having an 
uncle who has a niece who knows a 
guy who has a girl who used to work 

14 JANUARY 1952 





at McBride's, I can assure you that 
these two show- have something in 
common. According to the federal tax 
returns filed by the producer of each. 
the) fall roughly into a classification 
which i- frequentl) referred to as "a 
Mexican stand-off." 

I have even witnessed the startling 
specta< le of a picture called "Drop 
Thai Gun" playing at Loew's El Ham- 
bra, while the RKO theatre. onl\ 50 
feet lurching distance from there, was 
Featuring "1 Got You Covered." 

\ friend of mine — he's not really a 
friend of mine, although he has 

von have a email budget for TV, 

can't afford mistakes in time selec- 

He patient. Train your clients to 

out their opportunities by laying 
■ a TV budget to be used as. if. and 
l, the right time periods become 


Exec. V. P.. Lenin. Williams & 

Sartor. N. Y. 

nothing hut nice things to sa\ about 
you — told me that there are even ad- 
joining Trans-Lux theatres playing the 
same new steel. Mv friend will never 
forget this because of a bitter personal 
experience he had one da\ while at 
the Bijou with a girl who shall be 
nameless. When the newsreel pictures 
of the Louis-Schmeling fight came on, 
he bet her two dollars on Joe Louis. 
This was the fight when Schmeling 
won by a KO. The next night while at 
the Empire Theatre with the same girl. 
the same newsreel came up. Once 
again he bet her two dollars on Louis. 
\t the end of the newsreel he turned to 
her with a pop-eyed look of astonish- 
ment and said, "Gripes. I didn't think 
Maxie could do it again!" 

To be serious, if. after that old gag. 
there is anyone left in the house but 
my mother, programing comparable or 
similar television program types in op- 
posite time slots is not a waste. Rather 
it is an abundance of riches from 
which the public can choose. Just as 
you select the drug store you want to 
patronize, the picture and play \ou 
want to see and the fight on which you 
want to bet. so the television audience 
should have the same privilege of se- 
lectiori. And. incidental), the guys in 
our research department tell me there's 

gh audience to 

Harry Ommerle 

Program Director 


New York 


V. P. Chg. Radio & TV 

Lennen & Mitchell 

Mr. Keesely's 

Photographer to the Business Executive 
565 Fifth Ave., New York 17— PL 31882 


{Continued from page 57) 

those present (see picture) Julian 
Craseicz, Grant Advertising; C. \\ . 
Muench of C. W. Muench & Company; 
Phil Tobias, Simmonds & Simmonds; 

Lou Boyce, Fuller & Smith & Ross; 
and Fred Norman, Grant Advertising. 
ka\ Kennelly, Olian Advertising, was 
also on hand to join in the ceremonies 

i attend Keysto 

■ office 

aided by a Keystone cop. Along with 
the new offices, Keystone, which grew 
from 105 stations in 1940 to 493 to- 
day, has a new slogan. The net calls 
itself "'The Voice of Rural America." 

A tasty promotion is the forerunner 
of some fine radio listening. 

A box of ginger bread cakes in the 
shape of Mutual's Mister Plus and 
\K,\["s Leo the Lion heralded the 31 
December launching of star-studded 
nighttime listening on MBS from 7:30 
to 10:00 p.m., Mondays through Sat- 
urday. Among the Hollywood array 
of talent are Bette Davis and George 
Brent teamed in a new series I Mon- 
days. 8:00 p.m. I : Errol Flynn in The 
Adventures of Casanova (Thursdays. 
8:00 to 8:30 p.m. I ; and Ann Sothern, 
Mickey Rooney in their Maisie and 
Andy Hardy roles plus MGM Theatre 
of the Air with names like Marsha 

Hunt, Ava Gardner, Miriam Hopkins. 
Ja\ Josh n. and Pegg) Ann Garner. 

Wallace A. Ross' TV Directory for 
November 1951 ( Ross Reports on Tele- 
vision Programming) provides those 
interested in the medium with a wealth 
of information. Among the listings are 
Networks — TV personnel, studios, the- 
atres; Ad Agencies — TV clients, pro- 
grams, personnel; Station Reps — their 
stations and TV managers; Network 
Shows on the Air — alphabetically; Re- 
searchers — production services plus an 
index to past Ross Reports features, 
among other listings. The price for 
subscribers, $5; $7.50 for non-sub- 

Phil Hoffman, KFCA-TV, Holly- 
wood, manager, and Amos Baron, 
KECA manager, have completed a sev- 
en-year deal effective 28 January for 
the services of Al Jarvis, well-known 
Southern California radio and TV per- 
sonality. The agreement reached with 
Jarvis' manager and a representative 
of the Nat Goldstone talent agency in- 
volves 25 hours a week of radio and 
TV broadcasting. Jarvis will make 
daily broadcasts on both KECA and 
KECA-TV. * * * 


(Continued from page 48) 

for use in another highly valued prod- 
uct on which we lavish more money 
than on our homes or children (our 
car), I'd say, "Who wants whimsey? 
Give it to me straight!" 

Woven into the amusement of the 
Pitchman routines was all the hard- 
selling copy any gasoline or oil ever 

had. Hut surrounded as it was by fun 
and non-reality, I don't think the 
points registered. But if any were re- 
membered, I'll go farther and say I 
don't think they were believed. Fur- 
thermore, it may seem stuffy to take 
the very academic point-of-view that 
the concept of a pitchman, always one 
step ahead of the cops, does not build 
solid confidence in the product said 
grifter is trying to sell. 

And that, Mr. Anthony, is precisely 
how I feel. I don't mind fun and color 

"The industry has worked out the 
NARTB television eode. But I don't 
think anv eode in itself answers the 
prohlem. Self-discipline in eaeh of the 
networks, in the stations, and in the in- 
dividuals — entertainers, writers, and 
production staffs — is a requisite to 
meeting the prohlem of bringing into 
the American home only shows which 
are in good taste." 

President, /VBC 

used as an attraction-getter and atten- 
tion-holder. Yet somewhere in the 
story, there should be a change-of-pace 
so that the sales ideas will pop out and 
can be presented in the proper light. 

By the same token I don't subscribe 
to the humorously animated copy of 
recent date used by Shell in which 
this product's "activation" was de- 
picted by the gas pump practically 
tearing itself from the hands of the 
attendant and taking off. I laughed 
like all get-out and continued to buy 

So I'm sorry to see Sid Stone depart 
the Texaco show, and I'm eager to see 
by whom and how he is replaced. At 
the same time I'm all agog, wondering 
whether the new pitch is going to be 
the straight fast ball this time or an- 
other screwball. * * * 

In Boston 

14 JANUARY 1952 

Proof of performance 

"Thanks, KTBS, for a 

splendid selling job!" 





advertiser writes: 
"Thanks, KTBS, for a splendid 
selling job. Your station sold 
at a cost-per-hundred orders 
that rated 4th among 120 
stations used in the U. S." 

(copy of full letter furnished on request) 




5,000 WATTS 





SHREVEPORT Na " Representative: Edward Petry & Co., Inc. 



among Sales Management's 
162 Metropolitan County Areas 

I F you're planning a TV campaign to 
cover the first 100 markets according 
to Buying Power then over 234,000 
Quad-Citians are equipped in the 
pocket book to respond. 
With a parentage in communications 
over 100 years old, WHBF-TV is 
equipped by heritage and resources to 
be a leader in TV communication. 

Mr. Tom K 


The George 


m Co. 

Chicago, 111 

Dear Tom: 

Effen hit's 

a good 

market yer lookin 

fer, hitll pa 

Y yuh 

er keep th' home- 
town uv WCHS 
in mind! Yessir, 

Tom, good ole 



Charleston. W est 
lirginny. is one 
uv th' reel brite 
spots in th' court- 
, try. Folks 'round 
\ here is amakin' 



1 an' aspendin- 
money like a 
house afire — an' 
thet means biz- 


ness fer th' fell- 


ers whut lets 

/G6T I 

th' folks know 

|y°u II 

whut they're a- 


sell in'! Now th 


1 AIL El 

best way ter git 


yer message a- 


rrosl ter these 


folks is b\ usiri 


WCHS ! Hits 

^power an cover- 



1 age gives yuh 


more uv these 

well-off lisseners 

then nil lh' 

ilher jour stations in town 

put tergethe 

r! Jest 

member thet, Tom. 

When yuh 


tei tenth lots UV 

lull, i with 

ter spend use 

It t //>' 



w c 

H S 

C ha r lesto 

n, W. Va. 


{Continued front page 6) 

It is unlikely, bowever, that CBS can 
count on the wonderful "publicity 
breaks'" of 1936 and 1937. Gone for- 
ever is the impressionable circle of 
earlj eager radio critics. Likewise 
Time magazine's pristine enthusiasm 
For broadcast "experiment" bas faded 
away. Il is impossible toda\ to imag- 
ine hard-boiled Time writing, as in 
1937, "in the hands of a master, a $10 
receiving set can heroine a living thea- 
tre, its loudspeaker a national pro- 
scenium." Owen Davis. Jr.. of this lat- 
ter-day TV WOrkshop nia\ or ma\ not 
have the imposing "artistic manner" 
that rested so splendidl) on >oung Irv- 
ing Reis's shoulders. There may or 
may not be a TV Norman Corwin just 
around the present Workshop'- corner. 
William N. Robson once flaunted tails. 
top hat and opera cloak on a Columbia 
Workshop honoring the British radio 
director Val Gielgud. That sort of 
thing might not go today. 

The 1946 radio revival of the W ark- 
shop ( under the producership of Rob- 
ert J. Landry I ran into the latter-day 
skepticism of the postwar period. (And 
a system of publicity priorities which 
the network rigidly followed in 1946, 
ignored in 1936.) After one 1946 
broadcast which seemed quite definite- 
ly "artistic" and "experimental" the 
comment of a CBS high official was 
this: "Perhaps you were smart, not to 
try to blow off their eyebrows." 

Young Mr. Da\is mav run into that. 
Blowing off people's eyebrows gets pro- 
gressively tougher in terms of enter- 
tainment. Moreover in radio, which 
didn't have the factor of vision to wor- 
ry about, it was appreciably easier to 
present boxing kangaroos. African 
tom-tom beaters direct from deepest 
Harlem, a horde of Ghengis Khan 
horsemen sweeping in from Asia, and 
52nd Street bv night. 

It is to be hoped that Mr. Davis will 
keep a diary and leave better records 
than did the early masters of the orig- 
inal Workshop. 

* * * 

Meantime. \ou know one interested 
fan of the new TV Workshop, don't 


(Continued from page 29) 

der's survey, the comments at tin- KID 

convention — and the result points in 
one major direction. Farm radio, for 
'52. is going to be a powerful, effective 

wa\ to reach the farm dweller. 

\- Farm Journal pointed out not 
long ago, the nation's farmers earn 
ahout 15'r of the nation's income. 
Yet, the) spend — since their living 
costs are less — so much that they con- 
sume ahout 25' ! of the nation's con- 
sumer goods and services. 

\u\ advertiser — whether " farm 
product" or "'consumer" — who spends 
a large or small budget in farm pub- 
lication- i- overlooking a real huv if 
be passes up farm radio, the facts in- 
dicate. The farm radio result stories 
< ontained in this sponsor report (see 
page 27 ) are primarily the experiences 
of advertisers who were selling farm 
products. But they illustrate a point. 

The farm audience is reachable by 
radio. Once reached, the farmer buys. 
And. the buying is often out of pro- 
portion to the numerical size of the 
audience reached. 

It boils down to this. There's a 
largely-untapped market via the farm 
listener for consumer products of all 
tvpes. The methods of reaching this 
audience — with service or entertain- 
ment shows — offer a wide choice of 
availabilities, often at attractive prices. 

Since networks cannot, by their na- 
tionwide nature, do a thorough job of 
servicing the local farmer, farm radio 
is basically spot radio. This explains, 
in part, the lack of industrywide pro- 
motion that farm radio has suffered. 
But the advertiser who finds spot ra- 
dio a useful tool will also find that the 
farm radio segment can he equally, if 
not more, important. 

\\ itli the rising standard of li\ing 
on U.S. farms, the electrification of 
kitchens, and the increase in the 
amount of leisure time the farmer has 
on his hands, opportunities in faun ra- 
dio are getting bigger. 

I ntil the various projected farm ra- 
dio studies are completed I such as 

those upcoming at BAB), the nation's 
advertiser will have to do some of his 
own digging to learn the value of lann 
radio. However, these researches, and 

the use of farm radio, max well he a 
rewarding experience. • * * 

line needed 

for constr 



ml hiring o 


and t 



(Continued from page 34) 

Q. What are some of the difficul- 
ties standing in the way of stations 
trying to get on the air rapidly? 

A. Aside from the normal length) 
hearings necessary when several ap- 
plicants compete for a single channel 
availability, the FCC has a manpower 
shortage which mav act as a bottle- 
neck. It has asked for 8600,000 in ad- 
ditional funds in the next budget to 
provide for more personnel to process 
applications. The way the wind is 
blowing in the capital, however, few 
civilian agencies will get more funds. 
Top government executives ma\ well 
reason that the FCC needs no more 
personnel because if it were to process 
applications too fast there wouldn't be 
enough material anyway for construc- 
tion of many stations all at once. 

In addition, you have to bear in 
mind that getting any type of modern 
broadcast operation on the air is no 
roll-off-a-log proposition. It takes co- 
ordination with state and national au- 
thorities running from the count) zon- 
ing bureau to the Civil Aeronautics 
Authoritv. And that's not to mention 

Q. How will the pinch on equip- 
ment and materials affect station 

A. If some procedural magic brought 

a Hood of construction permits earl) 
in 1952, there would not he enough 
transmitters or tower steel available for 
all. But the best guess of both FCC 
and National Production Authority ex- 
ecutives is that availability of material 
and the grant of permits will keep pace. 
Where stations are starting to build 
from scratch (without existing radio 
tower, say to use for the new TV trans- 
mitter I materials allocation ma\ make 
construction slow. S\s!em is to allo- 
cate materials b) quarters (25 tons of 
steel every three months I. which means 
work cannot be completed until enough 
time has passed to accumulate all of 
the needed materials. This adds an- 
other reason why few stations will get 
on the air in 1952. One paradox is 
that the I'HF channels, which will 
probably be assigned first, will have 
greatest difficult) getting on the air 
during 1952. There will be few of the 
only recently developed LHF trans- 
mitters produced until the middle of 

Q. Have some shrewd station op- 
erators prepared themselves in ad- 
vance for the freeze end by ware- 
housing transmitters, other equip- 

A. Yes. Wild rumors have it that 
there are as many as 50 transmitters 
stacked away by applicants. But it is 
probable that fewer than two dozen 
actually have transmitters in their pos- 
session. Manx more, however, own 

In Boston 

14 JANUARY 1952 





equipment, ranging from cameras to 
micro-wave relaj units. Of those ap- 
plicants who have transmitters, few if 
any are as well set up as Arthur 
Church's KMBC; his TV station is vir- 
tuallj read) to go on the air at a mo- 
ment's notice. 

It ma\ be that some of the fust new 
stations telecasting in 1952 will he 
those which already have major por- 
tions of their equipment. But the fact 
that a station is equipped won't get it 
on the air if the FCC is still weighing 
its application in competition with half 
a dozen others. Only a combination 
of other favorable factors will make 
the fact that a station has equipment 
pay off this year. 

In addition to preparing equipment. 
station operators have been buying 
land for antenna sites, building new 
studios for TV, and orienting them- 
selves on TV bv visiting TV markets. 

Q. What's the outlook for easing 
of clearance in the present one- 
station markets? 

A. Logically, the 40 one-station mar- 
kets, especially the major ones, will 
have high priority in unfreezing chan- 
nels. But progress will be slow. Pre- 
cisely because the one-station markets 
already have sets and an established 
audience, they will probably attract 
more applicants proportionately than 
present non-TV markets where opera- 
tors will have to wait longer for sets 
and profits to build up. The bigger the 
one-station market, the more applicants 
it's likely to attract and hence the long- 
er the delay before channels can be 

Here are some figures which help 
indicate the outlook for one-station 

["op 15 one-sta- c mini.* * channels 
lion markets b\ allocated bv ICC Applicants 
sales rank* \H! I H! Total thus lar 

Pittsburgh (8) 
St. Louis (9) 
Buffalo ilh 

You'll note that in seven of the lo 
markets above there are more appli- 
cants now than there are channels. This 

5,000 Watts Full Time 

John H. Phipps, Owner 

I L. Herschel Graves, Gen'l Mgr. 





National Representative 

Southeastern Representative 


joe Blair & Co. 

about the 





First Stations in Virginia 


is bul the beginning. B) the time 
spring lias come, there nun be twice as 
main applicants in some of these mar- 
ket- and it's a sure bet all will go into 


In Kansas City, where KMBC has a 
-tat ion read) to go. there are five ap- 
plieants for three allocated channels, 
four of them radio stations. It is pos- 
sible, of course, that the final FCC al- 
locations nun add channels to some of 
these eities. easing the problem. But 
from everything sponsor could gather, 
the final allocation plan will not be al- 
tered sufficiently to change the pattern. 

Q. Is there a chance that educa- 
tors will lose their reservations by 
default and help ease the shortage 
of channels? 

A. Not immediately. The FCC will 
probably set no time limit on applica- 
tion for channels by educational inter- 
ests. Local uplift groups can hide their 
time before picking up channels while 
commercial interests sweat for stations. 
Continuance of Frieda Hennock on the 
Commission, now that her judgeship 
has been refused, means educators re- 
tain a powerful watchdog for their in- 
terests. A change in the administration 
in 1952, however, would probably 
bring Democrat Hemlock's resignation. 
This might lead to a change in FCC 
attitude toward educational channels 
and setting of a deadline on reserva- 
tions. Since only a handful of educa- 
tional institutions have found sufficient 
funds to make application thus far. it 
can be assumed that this might cancel 
out reservations in many areas and 
provide commercial channels. 

The importance of educational chan- 
nels in the entire picture can be judged 
by glancing again at the one-station 
market figures which appear above. 

All of these important market-, excepl 
\ew Haven, have one educationally- 
reserved channel. Lapsing of the res- 
ervation would come as manna to ad- 
vertisers seeking to clear these markets. 

Q. How high will rates be for new 

A. New stations in old TV areas will 
probably come on at approximately the 
prevailing rate in that market, depend- 
ing upon their network affiliation. Sta- 
tions which earn major programing of 
NBC or CBS should be able to build 
audience quickly and that's all that 
counts in establishing a rate. Stations 
which come in as independents, how- 
ever, will have to charge less, as in the 
case of WOR-TV and WPIX in New 
York City. 

In new TV areas, stations will prob- 
ably set up rate cards resembling those 
current in various TV markets during 
1947. Stations will set an arbitrary 
rate having no justification in terms 
of sets in the market but which adver- 
tisers will buy for its "impact" value. 
This low rate will be increased as sets 
come into the market. Complaints 
about rate hikes current in recent years 
will probably continue to be heard, 
with advertisers wondering why, if it 
is agreed that the first rates of a new- 
station are based on miniscule circula- 
tion, rates should jump as soon as 
there are sets. Telecasters, on the other 
hand, will be explaining the tremen- 
dous costs involved in launching a TV 
station, making high revenue essential. 

Q. How quickly will sets flow into 
frhe new TV markets? 

A. For a look at how fast the set fig- 
ures grew in TV markets from 1947 
to the present, see the table on page 34. 

It indicates a -low initial growth which 
picks up speed gradually after 1017. 
Growth will probably be much faster 
from the beginning in the second round 
of TV's expansion. 

A survey by Scott Radio Labora- 
tories in non-TV markets recently 
-bowed that about 2', of respondents 
already own TV sets, even though all 
were 100 miles or more away from the 
nearest TV station. Of the remainder, 
59' ! said they planned to buy a set 
when broadcasting began in their 
areas. Another 329? are still undecid- 
ed: 7' < won't bin. they said. 

Of those who intend to bin. one- 
third said they will get a TV set as 
soon as broadcasting begins. Some 
11' r more will buy within three to six 
months and 26$ said only that they 
would buy" "later." 

The figures are based on 143 re- 
sponses to a questionnaire mailed to 
families at random in Denver. Tucson, 
Fort Wayne, Tampa, and Portland, 
Ore. This represents about a 20' < re- 
turn on 750 questionnaires sent out. 
It is by no means an exact index to 
how fast sets will grow in these areas 
since people have a notable lack of 
ability to predict their own future ac- 
tivity via questionnaires. But it does 
add statistical evidence to what every- 
one knows — that there's hunger for TV 
everywhere. More than 87 r v of the 
families responding had seen TV and 
most were favorably impressed. 

Q. Will there be enough sets to 
go around during 1952? 

A. Yes. Average industry estimate is 
that 4,000.000 TV sets will be pro- 
duced despite material shortages. This 
should be enough to cover those few 
new areas where TV can be expected 
to arrive. 

In Boston 

14 JANUARY 1952 

HERE . . . Just 


and WE SATURATE, too 








Buy in a Package 
. One Order — One 

Kepresenfecj by JOHN E. PEARSON CO. 

Q. What's being done to stimulate 
interest in television in the non-TV 

A. Activities divide on two levels: bus- 
iness and consumer. Applicants for 
stations are already indoctrinating bus- 
inessmen about the virtues of TV ad- 
vertising and consumers about the vir- 
tues of TV entertainment. Here are but 
a few examples. 

Radio station KLZ, Denver, one ol 
the city's eight TV applicant-, recent!) 
launched a series of "KLZ Television 
Preparation Clinics" for business and 
agenc) men. The clinics were insti- 
tuted under the guidance of Hugh Ter- 
rv . KLZ vice president and general 
manager, and Clayton Brace, the sta- 
tion's television research director, who 
has been working fulltime on TV dur- 
ing the past year. 

First speaker in November was 
Ceorge L. Moskovics, manager TV de- 
development. KNXT, Hollywood; he 
was followed in December by Edward 
Codel, director of television. The Katz 
Vgency, New York: featured speakers 
in Januai) will be executives of the 
Alexander Film Companj . Over 300 
Denverites turn out for the clinics, 
hungr) for knowledge about how to 
use the new medium. 

Another Denver station which has 
pioneered in making the mountain cit\ 
probably the hottest TV town outside 
the TV areas is Gene OTallon's KFEL. 
also an applicant. The station tapped 
the transcontinental TV hookup to 
bring Denver its first large-scale tele- 
casts during the last World Series. As 
many as 100.000 Denverites say the 
Series on 80 TV sets set up yh and 
round the Brown Palace and Cosmo- 
politan hotels. The game was also car- 
ried on the screen of one of Denver's 
movie theatres. 

KFEL brought enthusiasm for TV 
to a high pitch in Denver and gar- 
nered enough press clippings to fill a 
12-page folder. O'Fallon was praised 
In columnists for his aggressive action 
in getting Denver the Series. 

In the Spokane area. Ed Craney. 
owner of the XL stations, has been de- 
veloping interest in television among 
businessmen by conducting dosed-cir- 
cuil showings of typical TV film com- 
mercials and programs. Speakers at 
radio executives clubs and Rotary 
luncheons in this and other areas have 
added to the educational work now in 

Q. What are set manufacturers 
doing to build buying interest in 
TV in non-TV areas? 
A. \ SPONSOR survev of leading man- 
ufacturers indicated the following: 
generally, most big TV manufacturers 
have eyed the non-TV areas happily as 
a vast new market, and have already 
started the internal process of briefing 
dealers in non-TV sections on how to 
sell and service. However, few are do- 
ing much more than that, feeling that 
the lifting of the FCC ban will in am 
event give them at least six months 
to do promotional build-ups. Here's 
some of the outstanding activitv that 
is underway : 

RCA — Largest set manufacturer and 
licenser in the business, RCA has not 
overlooked any promotional opportu- 
nities in launching a new TV area in 
the past, is not likely to pass up any 
good bets in the future. RCA has al- 
ready told distributors and potential 
TV station operators that it is ready 
to stage, on short notice, fancv I \ 
demonstrations. These involve as much 
as $50,000 worth of closed-circuit 
equipment, skilled personnel, and RCA 
promotional backing. RCA's radio and 


space advertising have already begun 

the job of selling RCA sets in non-TV 
ana-, will increase rapidly along with 
other media when the Freeze is off. 

DuMont Since 1950, DuMont has 
had a traveling mobile studio to give 
closed-circuit demonstrations of Du- 
Mont sets in non-video areas of the 
Southand Southwest. Last year, this 
firm started sending out travelling 
troupes to play state fairs, exhibits, 
etc., with the shows being scanned on 
big-screen DuMont sets. Since DuMont 
is not a radio or appliance name, deal- 
ers have been invited and feted, to help 
build a DuMont sales web when the 
great day comes. Radio station men 
are invited, with an eye to selling them 
DuMont transmitters eventually. 

Motorola — One of the industry's 
"Big Four." Motorola is also one of 
the most aggressive in promoting in 
non-TV areas. Advertising Director 
Ellis Redden told sponsor: "Motorola 
is now advertising heavily in both na- 
tional and rural publications, and when 
non-TV areas get video, we will be 
ready. Our 1952 TV line was recently 
plugged on MBS with a one-shot. Some 
Motorola dealers and distributors are 
using local newspaper ads in non-TV 

Emerson — All Emerson distributors 
in major non-TV areas have samples 
of Emerson TV sets to show to dealers. 
Some selling is even being done to the 
non-TV public in anticipation of vid- 
eo's coming. Meanwhile, Emerson, like 
most big manufacturers, is using na- 
tional magazines to pave the way. 

Others — Firms like Zenith, Westing- 
house, Crosley, Philco, Admiral, and 
General Electric usually allocate part 

of their national advertising, in maga- 
zines and radio, for TV selling. All 
have briefed their non-TV-area dealers 
in big sales meetings, are ready to 
start major campaigns on short notice. 


{Continued from page 10) 

what the advertiser pays for time to 
merchandising his product." 

WORZ, Orlando, Florida 

"We will guarantee a minimum of 
40 personal retailer calls per week 
on any non-cancellable 13 week or- 
der grossing $50 per week or bet- 

WAVZ, New Haven, Conn. 

This response is really no surprise 
lo us; we have been associated for 
over five years with the kind of broad- 
casters that believe in "going an extra 
mile" with their customers. The dif- 
ference between our stations and their 
competitors is their WILL TO WORK 
— their acceptance of the principle that 
it is good business to make sure the 
advertising messages broadcast from 
their transmitters produce results for 
the firms that are paying the freight. 
It is high time all broadcasters rec- 
ognized the need to pay attention to 
results in terms of product sales. Their 
procrastination certainly is not due to 
any lack of alerting on your part. 
You've been telling them for years. 
Bob Keller, President 
Robert S. Keller, Inc. 
Radio Sales Promotion 


One Station 
gives you the 


in Mid-America 



KCMO reaches 9.5% more radio 
homes than any other Kansas 
City station.* That's a big bo- 
nus. It means you get the best 
coverage of the e-x-p-a-n-d- 
i-n-g Mid -America Market at 
one low cost, using one station 
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KCMO collect for full details. 
*A fact, proved by the continuing 
Conlon "Study of Listening Hab- J^J 

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5 o o n O WATTC I ^^^ 




Z 4 Reasons Why 

50,000 WATTS 

25 E. 31st • Kansas City, Mo. 


The foremost national and local ad- 
vertisers use WEVD year after 
year to reach the vast 

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I. Top adult programming 
2. Strong audience impact 
3. Inherent listener loyalty 
'. Potential buying power 
Send for a copy of 

14JANUARY 1952 


Farm radio and the sponsor 

There are said to he about 1.100 ra- 
dio stations in the I .S. which regular- 
K broadcast programs designed for 
fanners. About one-third of these 
maintain farm departments headed in 
each case bj a farm director. 

The remarkable impact that farm 
programs and faun directors make on 
their audiences must he seen to be ap- 
preciated. ^ et onl) a relatively small 
percentage of national advertisers are 
really aware of the advertising oppor- 
tunities that await them via farm radio. 

For this oversight, radio has only it- 
self to blame. In contrast to national, 
regional, and statewide farm papers 
like the Prairie Farmer, rami Journal. 
\ebraska Farmer, Wallace's Farmer 
which have promoted and sold their 

space professionally, the farm radio 
sales and promotion effort has been 
sparse and spotty. 

How sparse was revealed in a com- 
parison of farm paper and farm radio 
national advertising schedules under- 
taken recently bj SPONSOR (see page 
2"> i . The farm papers carried scores 
of big campaigns by consumer and 
farm equipment advertisers beamed 
point-blank at farm markets; although 
stations like WDAY, \\\\\ \. Will. 

WOW and W (X'.O receive main a 
schedule because of their huge rural 
follow ings we could find few examples 
of consumer campaigns specificallj de- 
signed for the farm purchaser. 

This situation may be remedied to 
some extent during 1952. for the Inter- 
national Association of Radio Farm 
Directors heads its list of current ob- 
jectives with the following: to give 
consumer as well as farm industry ad- 
vertisers an understanding of the un- 
usual values of farm radio. Sam 
Schneider, KVOO, Tulsa farm direc- 
tor and newly elected president of the 
IARFD, is convinced that such an un- 
derstanding is long overdue. He hopes 
to stimulate the BAB and station reps 
into concerted action on behalf of ad- 
vertising campaigns pinpointed at the 
farm audience. 

Probably the best way for an adver- 
tiser or agency to check the efficacy of 
farm market advertising, before start- 
ing his campaign, is to look in on some 

farm-type stations and talk to a few 
farm directors. 

You'll quickly note, via letters that 
daily flood such stations, that a deep 
sense of loyalty and appreciation per- 
meates the rural listener. You'll de- 
led a warm kinship with the listener's 
favorite station and its personalities. 
You'll hear the weather reports, nu- 
merous market reports (livestock mar- 
kets, vegetable markets, butter and egg 
markets, grain markets, etc.), news re- 
ports that guides the farmer in his 
daily work. Watch the farm director 
at his daily chores and you'll discover 
he's the farmer's instructor, consultant 
I without pay), information clearing 
house, and friend. He's more than 
welcome at dinner wherever he chooses 
to stop. Since the farm radio is gen- 
erally glued to one spot on the dial 
personal appearances of a farm sta- 
tion's talent are greeted with great 
enthusiasm and genuine affection. 

It has often been said that radio is 
the farmer's best friend. Farm radio 
may yet be many an unindoctrinated 
advertiser's best friend, too. A coffee, 
shoe, or automobile advertiser who 
finds merit in farm papers has every 
reason to become as specialized in his 
approach to radio. Either service pro- 
grams or entertainment programs, as 
well as participations and other an- 
nouncement types, are available on 
hundreds of stations programing to 
the fHrm. SPONSOR will gladly provide 
additional information on farm results 
and farm stations to interested readers. 


When the freeze ends 
Agencies and advertisers aren't wait- 
ing for the freeze to end before plan- 
ning theii oexl television moves. They 
are carefully charting the non-TV mar- 
kets, one-station markets, multiple sta- 
tion markets in relation to their late- 
'52 and '53 operations. 

Almost before we had our feet wet 
on the article that appears in this is- 
sue (When the Freeze Lifts: a report 
la sponsors, see pane 32) we received 
a call from J. Walter Thompson. They 
had caught wind of our project and 
wanted to know whether proofs would 
he available prior to publication date. 
Said an alert J. Walter Thompson 
timebuyer: "If you don't think there's 
breathless interest in this subject 

among big advertisers you're wrong 
as hell." 

While most observers doubt many 
stations will be on the air in 1952, 
progress may defy the pessimists. A 
handful of confident applicants have 
already bought and warehoused their 
transmitter and studio equipment: 
man) more have bought land for TV 
transmitter sites and planned studio 
facilities to accommodate the video 
stations. In the face of this optimism 
there are big question marks — notably 
the availability of transmitting towers 
in \ iew of steel priorities; the role of 
I HI-TV and its effect on the existing 
15,000,000 or more TV receivers. 

From the advertiser's standpoint, the 
big facts to remember are these: | I | 

the FCC willing, there will be a "gold 
rush" during late '52 to get stations 
on the air, (2) the first stations to be 
granted and go on the air probably 
will be in such TV-less areas as Den- 
ver, Portland, Des Moines, Spokane, 
El Paso, Shreveport, and will give TV 
more of a truly national character, (3) 
TV set manufacturers and hopeful ap- 
plicants are building a pent-up demand 
for TV sets that should result in con- 
verting present non-TV markets into 
sponsorable TV markets earlier than 
might be otherwise expected. 

Many advertisers (some prompted 
by their advertising agencies) are alert 
to this impending revolution in TV 
and preparing to turn it to their ad- 



More national advertisers put thii 
cash register to work in 1951 thai 

any year since the 

station opened 

Let it ring foi 

you in '52 


National Representatives: John Blair and Compai 


Timebuyers we like, 
and why— p. 25 

Silver Star campaign adds to spot radio 

SP J 0-4 9 12220 






Of£R 70 lQCAL?f?06RAM$ 



$1 -fisors 

& Mo 

Mr. Sponsor: 
William B. 

page 20 

Air Approach 
, Sells 

P«g« 28 

! Create Net 

First "To 
day 1 

Do AM Data 
Need Seal 
ot Approval? 

Radio Promo- 
tion Drives 


Shenandoah Valley 


Havens & Martin Stations are the only 
complete broadcasting institution in Richmond. 
Pioneer NBC outlets for Virginia's first market. 
Represented nationally by John Blair & Company 

As long as Stonewall Jackson is remembered stories will 
be told of his amazing exploits. For example, how 

he outfoxed and defeated 50,000 troops with 
one-third that number in the Shenandoah Valley of 

Virginia; how he saved Richmond from capture; how 
he made a bonfire of General Pope's two mile 
supply train that was seen all the way to Washington. 
Stonewall Jackson, Virginian and strategist, would 

have enjoyed the opportunity of capturing whole 
populations of Virginia in another way. 
Havens & Martin Stations, First Stations of Virginia, 
command a hold on viewers and listeners of the Dominion 
State that is readily capturable by you, Mr. National 
Advertiser. John Blair & Company will tell you how. 




Spot radio 

booms during 


Auto campaigns 
equal previous 
year's intensity 

NBC completes 

hiring of 12 



Commercial more 

important than 

rating: Starch 

Spot radio 
success led 
Kiplinger to 
try "Today" 

More city-wide 
radio efforts 

Spot radio billings jumped during January with some reps reporting to- 
tals for first month '52 might go higher than for 3 preceding months 
in '51. Heavy s e asonal spending by automotives was one factor. Among 
other factors, some reps believe, may be gradual shift of money from 
TV . One of big spot campaigns underway is American Safety Razor 
Corp.'s 75-market buy of early-morning news and participations for its 
Silver Star blades (see cover picture). Razor firm may also buy 12 
Red Skelton programs from CBS . 

Announcement campaigns for automotives broke this month with intensity 
equalling past 2 or 5 years . Probably heaviest of all, Ford campaign 
has frequency as high as 6 announce m ent s daily (via J. Walter Thomp- 
son) ; is scheduled to break 28 January, 4 days before unveiling of new 
models. Rush of automotives business, including Buick, Pontiac, Mer- 
cury, Oldsmobile, Dodge, and Cadillac, brought reports from some reps 
that SRO s ign was up for nighttime an nouncements during January. 

Sooner than expected, NBC has compl st ed h i ring of 12 field men for its 
new merchandising department. Net's $500,000 merchandising plan cen- 
ters around field men who will act as regional coordinators and spark- 
plugs of efforts at stations; they will go into action by 15 February. 

S elling effect iv eness of TV comm e rcial s is usually more important than 
program ratings in producing sales, recent study by Daniel Starch in- 
dicates. To show role of commercial, Starch cites results from 2 net 
programs with similar ratings. One is producing 41 new people who 
would buy product out of every 1,000 viewers; other produces only 19 
out of 1,000. Commercials are directly responsible, analysis showed. 
Starch conducts studies of commercials for 35 major clients, has found 
that those which sell best st ick to basic sales principles. 

First sponsor to use NBC-TV's early-morning "Today," Kiplinger Wash- 
ington Agency, had first big air success on s pot ra d io . Having found 
that early morning on radio paid off in pulling requests for sample 
copies of Kiplinger magazine, "Changing Times," firm thought "Today" 
was logical nex t step . Tofal response to one 60-second announcement 
on "Today" show was 16,000-plus five days later (see story page 28). 
In one week on WOR, New York, last August, Kiplinger got 16,972 re - 
turn s , at 7c each . TV cost per inquiry, estimated by SPONSOR for 
first week on "Today," is 7c a s wel l. Thus single radio station is on 
par with 30-station TV net extending to 27 states. Kiplinger agency 
is Albert Frank - Guenther Law. ("To day" ma il pull h it 20,000-plus 
after 7 days. ) 

You can expect more city-wide effo rts like recently announced plan of 
Cleveland AM stations to cooperate in research study of all media in 
their city. Cooperative spirit is on ris e within radio ranks , follow- 
ing example of radio promotion campaigns in Detroit, Tulsa, Rochester 
(see page 37).' BAB "Radio United" plan due soon, will add impetus. 

REPORT TO SPONSORS for 28 January 1952 

Listener sends 

Cedric Adams 

$10,000 to invest 

SPONSOR finds 
packagers build 
most TV shows 

Bakers drop 

magazines to 

go into net AM 

Court can't act 
soon enough to 
bar '52 NCAA 
TV curtailment 

Storecast billings 

up; cost-per-M 

below $1.00 

TV Digest issues 
Factbook No. 14 

WCCO's Cedric Adams recently got ons of most dramatic responses to air 
advertising on record when S. Dakota executive sent him $10,000 check 
to invest in Twin City Federal Savings and Loan Association, 3-time 
weekly Adams news sponsor. Minneapolis-St. Paul bank is long-time air 
user, spending $100,000 annually on radio. It reports over half peo - 
ple opening new accounts state Cedric Adams brought them in . In 1950, 
deposits increased $10 million or 14%; up 16 million or 20% in 1951. 


Belief widespread in industry that nets now build majority of TV pro- 
grams is due to be shattered following SPONSOR study reported on in 
this issue (page 30). Actually, independent packagers are still ahead 
in number of programs created, with 55% of total to networks' 25.3%. 


Money which went into plush four-color magazine ads for baking indus- 
try last year has been switched to network radio for '52 . The Bakers 
of America Program (industry's promotion arm) will spend $500,000 for 
"Hollywood Star Playhouse" on 183 NBC radio stations starting 24 Feb- 
ruary (5:00 to 5:30 p.m. Sunday). John F. Hunt, Foote, Cone & Belding 
v.p. and Arthur, Schultz account executive, said choice was made be- 
cause radio, despite TV, still is growing in every section of U.S. 
Walter H. Hopkins, director of Bakers of America Program, said radio 
presented tremendous opportunity for local tie-ins by bakers . One- 
shots on radio last year helped develop interest of bakers in air. 


Slowness of court s in settling issues like Justice Dept. case against 
National Football League assures that NCAA will go through with its 
recently announced plan to curtail college football telecasts again in 
1952. NFL case may take 2 years for settlement . Meanwhile, NCAA can 
limit sports telecasts as it pleases. NCAA bases determination to 
continue limit on sportscasts on (1) fear that attendan ce is hurt by 
TV; and (2) on desire to spread TV money among many schools instead of 
having 2 or 3 leaders cop all as would be case if TV were uncontrolled 
(with same top teams carried every week). NFL, meanwhile, has voted 
to continue its AM-TV restrictions this year, despite Justice Dept. 


Storecast Corporation reports 1951 billings up 15% over 1950. Cur- 
rently plugging 250 food, grocery, and drug products, clients include 
General Foods, Swift, Beechnut, Armour, Schaefer beer. Richard Mal- 
kin, firm's v.p. in charge of programs and promotion, told SPONSOR 
cost-per-1,000 for Storecast advertisers in all markets runs below 
$1.00 , based on store audience for firm's FM shows and not counting 
lis teners at home . 


"Telev ision Dig est" has just publis h ed its "TV Factbook No. 14 ," com- 
pilation including digests of rate cards ; personnel and facilities 
data for all TV stations ; tabulation of 479 applications for new TV 
stations now pending before FCC (29 of t hem UH F) ; TV-radio production 
figures, sets-in-use estimates plus market data on TV areas; full text 
of Code of Television Practices ; lists of television program sources. 

(Please turn to page 57) 




1 c the Boston 

B^ C °T k L°3 seasons play^ 
Nationals m 15 s 

ending in .^L p G ints^48 
son, scored 59* P 46 in 

Stanley p ayo* d that 

the deeded l.«« ^ sta . 
eoce f«,^ H todership h* 

In Hockey 


In Rochester Radio 

10NG V** mm 

IN ROCHESTER 432 weekly quarter hour periods are 
Pulse surveyed and rated. Here's the latest score," 
















. 15.. 

... 2.. 




Station on 

FIRSTS 226., 

TIES 17.. 

WHEC carries ALL of the "top ten" daytime shows! 
WHEC carries the top seven evening shows 

and is tied for ninth and tenth places! 





5,000 WATTS 


., LEE F. O'CONNELL CO., Los Angeles, Sc 

28 JANUARY 1952 



Tlmebuyers I like ttttd why 

Iniell's S10.000.000 hair spiel 

Sfore-demonstrator technique on radio and TV has built demand for firn 
hair products; AM, TV get 90% of $2,000,000 ad budget 

Paekuyers (not nets) lead In TV show building 

Gloomy forecasts that TV would prove end of road for indie package pro- 

r have gone awry. The^ 

net TV sponsored shov 

((in « .siibiirbcftt station huek the bly boys? 

Spot radio success brlnys Klpllnyer Into TV 

Does radio researeh need '"seal of approval?'' 

"Wherever you yo . . . there's radio!" 

Cities Servlee*s 25 years on the air 

Reps I like ami why 

How B.WI helps boost sponsors 






P. S. 










COVER: American Safety Razor's $600,000 
"Early Bird" campaign for Silver Star blades 
contributed to spot radio surge in January 
Isee Report to Sponsors, page one, this issue). 
Shown discussinq present and upcon 
are mSR Advertising Manager Char 
Solomon and McCann-Erickson's George I 

ing plai 

Editor & Pre 

: Not 

i R. Glei 

Secretary-Treasurer: Elaine Couper Glenn 

Executive Editor: Ben Bodec 

Managing Editor: Miles David 

Senior Editor: Charles Sinclair 

Department Editor: Fred Birnbaum 

Ass't Editors: Lila Lederman, Richard / 

Art Director: 

Si Fra 

Jean Raeburn 
Vice-President -Advertising: Norman Knight 
Advertising Department: Edwin D. Cooper 
(Western Manager), George Weiss (Trav- 
eling Representative, Chicago Office), John 
A. Kovchok (Production Manager), Cynthia 
Soley, John McCormack 
Vice-President- Business Mgr.: Bernard Piatt 
Circulation Department: Evelyn Satz (Sub- 
lanager), Emily Cutillo, Joseph- 

. VilUr 


i P. Davi 


to Pu 



usta She 


.e M 





shed b 

weekly b 

i spoh 




1. TV. 


,■ K.I 

■ York 22. 



inn s 

2772 I'M 

:,«,, nil-, 

hi. IH 


nine: SOP 

rlnr 7 »S«S. 

Offlce: 6087 Sunset It 





ng Offlee- 


mre 11 



.lions: r 

There's no ill-wind in Texas 

Like Amarillo, 

it's big 

and healthy 

You may have heard about a Pan- 
handle wind-gauge — a concrete block 
at the end of a ten-foot chain anchored 
I to the top of a ten-foot iron pole. If 
the chain and block are blown parallel 
) the ground, it's too windy to work. 
There isn't much need for paint- 
removers hereabouts, either. Folks 
just put the woodwork outdoors, 
fasten it down, and let the wind blow 
the paint off. 

Citizens of Amarillo, in common 
with most other Texans, have a fond- 
ness for tall tales. Actually, the big- 
gest wind on our records was a 75- 
mile-an-hour gale. Cotton John, 
KGNC's farm editor, says it disrobed 
a young lady crossing Polk Street at 
Sixth (our Broadway and 42nd). She 
was spared embarrassment, though, 
because the same wind blew sand in 
men's eyes, opened a store door, and 
sailed her right up to the dry-goods 
department, where it wrapped her in 
a piece of calico. Cotton John's got a 
piece of sand to prove it. 

Cotton John also has a passel of 
surveys which prove he and KGNC 
have a loyal following of farmers and 
ranchers. Because he was born and 
raised on a Texas farm and knows 
about 80% of the farmers in the Pan- 
handle by name, he is personally 
familiar with their problems. His 
early morning and early afternoon 
farm, weather, and market broadcasts 
provide information for farmers and 
ranchers throughout Amarillo's trad- 
ing area. The programs typify the 
way KGNC serves its wealthy agri- 
cultural and industrial market. As the 
head of Amarillo's Atlas Welding & 
Metal Works puts it, "We know what 
wonderful service you are giving us, 
as people from as far as 300 miles 
away are stopping to tell us they have 
heard Cotton John. And they usually 
buy something." 

The market is well worth the atten- 
tion of an advertiser interested in 
business, well covered day and night 
by KGNC's 10,000 watts of power. 
For further information, please check 
with our national reps. 



710 KC • 10,000 Watts 

Represented Nationally 

by the O. L. Taylor Company 

28 JANUARY 1952 

' — ^ 

Your Lowest 

• ••in the 



ney to success in the 
San Francisco Bay Area 
lies in COVERAGE of the 
huge PLUS market com- 
prising $1,600,000,000 
annual retail sales in 
Oakland and the East 


^m ^m stater 
^M ^B down 

W W for th 


Radio Center Bldg. 
19th & Broadway • Oakland, Calif. 

Serving the Entire Oakland-San Francisco Bay Area 

li ecords prove that day- 
in day-out, KROW pro- 
vides the lowest Cost- 
per-Thousand listeners 
of ANY station in this 
(•PULSE: Sept. Oct. 1951) 

Uver 145 local, region- 
al and national advertis- 
ers regularly use KROW 
to reach Oakland's 
1,144,000 market... and 
San Francisco's 1,096,- 
000 market! 

Why not make us 
show you the facts and 
figures that prove these 
statements true? It's all 
down in black and white 
for the asking! 

nl iititt 


Robert J. Landry 

Warm the samovar, and we'll all have tea 

In this presidential year of 1952. with the United States of Amer- 
ica openly locked in survival struggle with the Union of Soviet So- 
cialist Republics, all the way from Korea to Berlin, and liable to 
sudden attack at any point and at any time, it is still the law of this 
amazing land of ours that the American Communist Part is entitled 
to "equal opportunity" of access to the air. Needless to say, here's 
a pretty fix. Not that broadcasters or advertisers are go : ng to worry 
too much. First off, the Commies are broke, or near broke. They 
are barely able to keep their favorite reading matter, the Daily 
Worker afloat. (It's down to 13,000 daily, 40,000 Sunday.) The 
Party is not likely to file many applications for either radio or TV 
time, probably will put up no candidates of own, nor have a con- 
venient Henry Wallace to cluster round. Still the irony of Commu- 
nist Party equality remains, and the law of the land can be invoked 
at campaign time. 

* * * 

Just what the networks, or local stations will do, or should do, if 
confronted by Commie bids for time, especially if the Commies come 
mysteriously supplied with a mitt-full of cash, is a problem that will 
no doubt be getting attention quite soon. 

* * * 

The doctrine of all-political-parties-are-equal-in-right-of-access-to- 
the-air was promulgated in 1936 at which time the Hearst, and some 
other, radio stations were knuckle-rapped by the FCC for at first re- 
fusing to sell time to Bolsheviki. In 1940, Communists were fairly 
common as paid political speakers, their "line" at that moment being 
indistinguishable from the native America Firsters. Then, in 1944, 
we were Allies against the Hun. and ideological differences were held 
in abeyance. Come 1948 and the era of brotherly good feeling was 
definitely over and the present all-out animosity was shaping up. 
Today, it's mighty trying for millions of Americans to cherish ab- 
stract ideals of free speech in the face of a consuming irritation. Of 
such is the frame of reality in the upcoming campaign of 1952. 

* * * 

It is now 20 years since the Federal Administration became a 
possession of the Democratic Party. Most of the "theory" which 
now governs free speech on the air was formulated during Demo- 
cratic tenure, but largely in agreement with the G.O.P. On the 
whole, both parties have been satisfied. A kind of rough justice has 
generally prevailed. True, minority parties, "the kind that get their 
returns by mail" (to quote Socialist Norman Thomas), have never 
had funds adequate for anything more than "token" airings. But 
they probably had more broadcast time than their total vote ever 
justified, by statistical apportionment. The Socialists, in politics, 
got a better break on the air than, say, the Unitarians in religion. 
{Please turn to page 68) 



WDAF, pioneer radio station of The Kansas City Star Company, 

is proud to present to national spot advertisers 

and advertising agencies the 


as its exclusive representative in national spot radio advertising. 

"Hank" Christal is a pioneer in his own right and needs 

no introduction to the advertising fraternity. 

WDAF salutes Mr. Christal and his associates, 

and welcomes this fine representation, 

knowing it will reflect to the benefit 

of station, advertiser and agency. 

Ucei of 

of the K^krislal L^ompanu: 
300 Pari JU, %«, tyJ, City 333 U Wickiaan jL,„ Ckcaao 



28 JANUARY 1952 


TV Contest Pays Off with 

54,621 Entries from 

81 Towns and Cities in 

Four Midwestern States! 

"Guess the scores of ten college 
football games each week for ten 
weeks. Win two all-expense-paid 
trips to the Sugar Bowl game and 
one of three extra prizes each 

That's the 10:15-10:30 Tuesday 
night contest on KMTV that drew 
54,621 entries from 81 towns and 
cities in just ten weeks. The show 
was produced by Video Enterprises 


highest expectati 

contest far exceeded our 
jns". . . FRED BEKINS— 




Omaha 2, Nebraska 

. i/ n ow More? 
V^nt to Know 

. L .. contest 3"u 

1* Vh, con-st -VrV U ule. 

V Jets about KWTV* 300( 

Learn the tacts^ M „, f Jhan.l ^ 

us c° n ' "./MTV's nags. 
I, about fcWJ» B ' 113,000 

1 "«. M°' c ,' h o a u n rl Valley 

TV a ,We C < ciA KMTV or Y 

nat'l ' c P r 

,kC natl V 


talis an 


In the 19 November New & Renew 
section under National Broadcast Sales 
I v utives, my new affiliation was list- 
ed as WOKE, Oak Ridge, Tenn. This 
was a ts pographical error. While a 
stockholder in WOKE, I now live in 
Washington and represent the Gates 
Radio Company in that city. My ad- 
dress: Warner Building, 13th and E 
Streets, N. W., Washington 4, D. C. 
O. J. McReynolds 
Gates Radio Co. 
Washington, D. C. 


Mv opinion of sponsor, which has 
always been high, has ascended by 
leaps and bounds in the last few 
months. In addition to the fact that 
the magazine is extremely well pro- 
duced, what really gives me a thrill is 
the fact that it is one of the few trade 
papers I know which is showing real 
editorial backbone. 

I was interested in reading on page 
2 of the 17 December 1951 issue of 
the "Ernest Dichter Studv on Relation- 
ship Between TV and Movies." We 
would greatly appreciate receiving two 
copies of this study if they are avail- 

Albert A. Shea 
Communications Research 
Toronto, Canada 


I most certainly enjoyed reading the 
cigarette claims story in sponsor's 17 
December issue, page 71. I appreciate 
your reference to my talk before the 
advertising "roup. 

Incidentally, this case study tech- 
nique you arc using is extremely ser- 
viceable in getting at the roots of the 
problem. I congratulate you on it. 
Ralph W. Hardy 
Dir. of Govt. Relations 
NARTB, Washington, /). C. 


Would it be possible to obtain 300 
more copies of your reprint "Radio 
Basics?" Many thanks. 

Julius Glass, Prom. Mgr. 

WGAR, Cleveland, Ohio 


I have read with great interest in 
the 14 January issue of SPONSOR the 
article "Why don't advertisers use 
more farm radio?" In this article you 
cover the activities of many stations 
but the absence of KXOK is most no- 
ticeable. Our Town and Country pro- 
gram, 5:30 a.m. to 8:00 a.m., Monday 
through Saturday, features the famous 
Charley Stookey. I feel I can say with 
little fear of contradiction that Charley 
Stookey is an important part of the 
everyday life of farmers throughout 
the great area we serve. It is a matter 
of record that the Town and Country 
program has a waiting list of adver- 
tisers. The renewal rate of accounts 
on Town and Country is testimonial to 
the effectiveness of this KXOK feature. 
I don't know how we were over- 
looked in an article on farm broadcast- 
ing, but I feel that no news feature on 
the subject can be complete without 
reference to KXOK and Charley 

C. L. (Chet) Thomas 
General Manager 
KXOK, St. Louis, Mo. 


I've just seen the 31 December issue 
of sponsor, which included a "Mr. 
Sponsor" article about our client, Mr. 
Henry E. Picard. of the San Francisco 
Brewing Corporation. Would it be pos- 
sible for you to send us reprints of this 
article, with sponsor legend on the 
bottom, for distribution to our distrib- 
utors? If so, I would appreciate your 
advising us of the cost for 1,000, 2,000, 
3,000 and 5,000 reprints. 

Incidentally, you asked in a recent 
letter whether I was the same Resor 
formerly with McCann-Erickson in 
New York. I am— left there in 1950 
and headed West. 

James C. Resor 

Oakland, California 

Emil Reinhardt, Advertising 

• This Liter la reprinted so that Ilm'a manv 
Mendi i.. New 'Wk ..ill k..,»« »l„r, I..'- I.....1..I. 


In furtherance of "Public utilities on 
the air" (sponsor 19 November and 3 
December 1951) we think you will find 
the following twist of interest. 

KNUJ recently sold a 52-week spon- 
sorship of the new Ziv "Bright Star" 
{Please turn to page 81) 


Daytime audience 14.5% bigger 
Evening audience 18*5% bigger 

...and current network rates are 
LOWER than they were in 1949! 

•P Pacific Nielsen Ratings, Full network average 
audience, Monday thru Friday, January thru 
September 1949 vs. January thru Sept. 1951 






A big statement... true, and it takes a big network to ac- 
complish it. Don Lee (and only Don Lee) has 45 stations in 
45 important Pacific Coast markets. Don Lee consistently sells 
your customers from their own local network station in their 
own local market. You can buy Don Lee according to your 
distribution pattern. There's no waste. That's real flexibility 
and real value and only Don Lee can offer it. 

Don Lee consistently carries more Pacific Coast regional 
business than any other network. The advertisers who know 
the Pacific Coast best also know the best Pacific Coast ad- 
vertising buy -DON LEE. 

Represented Nationally by John Blair & Company 

The Nation s Greatest 
Regional Network 

1313 North Vine Street 
Hollywood 28, California 

IVett? devel opment s o n SPONSOR stories 


"Does controversy make sales?" 
31 December 1951, p. 34 
Local and regional advertisers find 
they can build sales with controversy- 
stirring commentators 

Martin Agronsky, Drew Pearson, Elmer Davis, other top-flight 
nous men number among their listenership stout defenders and 
equally antagonistic people. But, as to how effectively they sell for 
their hundreds of sponsors, there's no disagreement. 

MBS figures on co-op shows as of 31 December as an indication 
show local and regional sponsorship up 37% in volume with 1,345 
program sales by affiliates. This, in comparison with 987 for 1950. 
Included in the 1,345 sales are five MGM shows (Crime Does Not 
Pay; The Hardy Family; The Story of Dr. Kildare; The Gracie 
Fields Show; MGM Theatre of the Air). 

Leaders in the nets co-op retinue are Fulton Lewis, Jr., on an all- 
time peak of 379 stations; Cedric Foster on 197 stations; Robert 
Hurleigh on 112; Cecil Brown, 97. 

1952, p. 32 





14 Ja, 

Subject: TV station applicants are ready to go 
as soon as the freeze lifts 

The Travelers Broadcasting Service Corporation (WTIC, Hart- 
ford) hasn't received a license to construct or operate a TV station. 
In fact, they're only one of several applicants for such facilities. But, 
when the freeze lifts, they'll be ready. 

A shipment of TV equipment — cameras, monitors, lighting equip- 
ment, and amplifiers — is in Hartford. Paul W. Morency, WTIC vice 
president-general manager, explains Travelers' foresight: "The equip- 
ment is to be used for training of personnel so that when TV finally 
comes to Hartford experienced people will be ready to handle it." 

Morency added that receipt of equipment doesn't mean TV has 
moved appreciably nearer Hartford. "A local station," opines Mor- 
ency, "still appears to be from 18 months to two years away. But it 
might be possible for WTIC to be on the air within six to eight 
months of receipt of permission to 'go ahead' from the FCC." 

See: "Point-of-sale is the pay-off" 

Issue: 23 April 1951, p. 25 

Subject: Retail store follow-through converts 
advertising into sales 

Thirty-one Lucky supermarket stores in San Francisco's Bay area 
are hitting hard with a point-of-sale push via Musicast (through 
KDFC-FM, Sausalito), a service similar to Storecasting used by 
Eastern supermarkets. 

KDFC-FM completed installation in the Lucky stores, and some 
265,000 customers weekly hear a continuous music program inter- 
spersed with 30-second announcements every 10 minutes. 

A DuPont Company survey on supermarket shopping habits re- 
veals proof of in-store announcement effectiveness. Their reports 
show: (1) 38.2% of the total number of market sales were strictly 
impulse purchases. (2) Even where the customer had entered a store 
to purchase a category of product — canned soup, for example — the 
brand actually purchased was determined in 66$ of the sales by 











28 JANUARY 1952 



What belter keynote to a radio station's successful selling operation 
than smart local programming? This — plus unusually aggressive audi- 
ence promotion and dealer merchandising — goes far to explain the 
results advertisers chalk, up over WFBR. Maryland's pioneer station 
and foremost award winner for showmanship, WFBR can point to an 
amazingly loyal roster of listeners in the nation's twelfth market— and 
beyond into a trading area that accounts for 85' c of the State's retail sales. 

Shows like "Club 1300" (sole vehicle for many a happy advertiser) . . . 
"Morning in Maryland", top morning program in the Baltimore area . . . 
"Every Woman's Hour", the #1 woman's program . . . "Nelson Baker 
Show", "The Happy Hour", "Melody Ballroom", "Shoppin' Fun" . . . 
are only a few of the highly listenable, strongly station-merchandised 
programs that are daily winging sales upward for sponsors. 

John Blair & Company, for ten years exclusive representatives of WFBR, 
has seen what this kind of local action, backed by ABC affiliation and 
important coverage on 5000 watts, 1300 kilocycles, can do for the 
advertiser who wants to get down to business . . . reasonably, and fast! 
Call your John Blair man today! 


mix chatter and popular mii-ic for a live* 


Secretary and Advertising-Promoti 
Director of WFBR. 


specializes in radio 
resentation exclusr 
Since we are entirel 
moved from any othe 
eration or function 
are able to give the 
tions we represent 
full time and our fu 
forts ... as specialis' 
selling via spot ra i 






Urn,..,,,,. 1mm- ina.Ie 

"CLUB 1300", a li\ .- au.licri.-.- variet\ program featuring 22 entertainers, is the hinged show and I lie. 
biggest draw in town. A single announcement that tickets were available brought 121,01)0 re,p.e>ts. 


■T.\erv Woman's Hour", 
timore's number one 
lan's program. This par- 
ating show has been on 
air thirteen years, is a 

BLAIR - - 

t COMPANY -—■ 


PHIL an. 1 JIM CRIST'S "Mot 

We took the g uesswork out of WJMO's sales effectiveness! We 
compared the results of WJMO produced customers with those 
produced by Cleveland's three dail y newspapers. 

Lost iii the maze of research mumbo-jumbo with 
which radio has been burdened during the past 
few years, we reverted to the old-fashioned idea 
that a client is mainly interested in how many 
sales his advertising creates per dollar spent. 
Therefore, we went to the advertiser's place of 





business (automobile agency) and interviewed 
every customer who entered his establishment for 
two weeks. No share of audience, no comparative 
ratings, no colored marbles, no 'if come' phrases 
and no ressarch double talk. We just counted 
the customers and . . . 

Call ADAM J. YOUNG Jr., Inc. 




New and renew 


28 JANUARY 1952 

New on Television Networks 


PROGRAM, time, start, duratior 

icn.i Tobacco Co 



1-Mycr- Co 
tc-Palmolive-Pcet Co 

Doherty- Clifford & 


al Foods Corp 

Young & Rubicam 


Brothers Co 

N. W. Aver 


Brothers Co 

Ruthrauff & Ryan 


Masland & Sons 

Leo Burnett 
Anderson & Cairns 


s-Corning Fiberglas 

Fuller A Smith & Ross 


hold Chemicals Inc 
ly.Yan Camp Inc 

McManus, John & 

Calkins & Holden, Car. 

lock. McClinton & 


Met the Champ i Th 9:30-10 pm 

Break the Bank: Sun 9:30-IO pm 

The Big Payoff: M. W. F, 3-3 ! 30 

32 wks 
Bert Parks Show: W. I 3:3(1-1 pm 

Frances Langford-Uon Ameche Sh< 

12-12:13 pm; 3 Feb; 52 wks 
Arthur Godfrey Morning Show. M. 

am; 7 Jan- 52 wks 
Super Circus; Sun 3:30-6 pm : 3 
Tales of Tomorrow; alt F 9:30-10 

24 wks 
Garry Moore Show; T 1:15-2 pm 

Th 10:15-30 

. Town M cling; 

2. Renewed on Television Networks 


;, start, duration 

Ted Bate 

J. Waltei 

Henri, E 


Reynolds Metals Co 
R. J. Reynolds Tobac 



Super Circus; alt Sun 5-5:30 pm ; 1 



Howdy Doody; T 5:45-6 pm; 1 Jan 
Ford Festival; Th 9:30-10 pm; 3 J 
Super Circus; alt Sun 5-5:30 pm; 



Hawkins Falls; M, W, F 5-5:15 pm 



Garry Moore Show; Th 2:15-30 pn 



Meet the Press; Sun 1-4:30 pn. ; 6 J 



Kate Smith Evening Hour; W 8-8 

Jan; 13 wks 
Camel News Caravan; M-F 7:45-8 p 

3. Station Representation Changes 



KANA. Anac 
KGVO. Miss, 
KJBS. San F 

WCOS, Colum 
WDAF, Kansa 
WEAN, Pro 






; & Per 

leed Co, NY. 

irter. Boston 


leed Co, N.Y. 

(New England 

WHAS, Loui-iillc, K« 
WNAC, Boston 
TONS, Hartford, Cor 

tal Co, N.Y. (eff 22 Mar) 
atives, N.Y. 
atives, N.Y. 

4. New and Renewed Spot Television 




.live-Peet Co She, 

.an & Mar 
nan & Mar 
i. an & Mar 


WAFM-TV, Birm. 
WBTV, Charlotte 
WCAU-TV, Phila. 

i break; 3 Jan; 52 v 

• In next issue: New and Renewed on Networks, New National Spot Radio Business, National 
Broadcast Sales Executive Changes, Sponsor Personnel Changes, New Agency Appointments 

C. Du Bois (5) 

C. R. Giegerich (5) 

Marvin L. Grant (5) 

J. Allan Hovey (5) 

Weston Hill (5) 

I\ew and renew 28 January 1952 

4. \ew and Renewed Spot Television (continued) 




PROGRAM, time, start, duration 

A. S. Harrison Co 

Calkins & Holdcn, 
Carlock. McClinto 
& Smith 

WNBW, Wash. 

l-uin partic; 14 Jan; 16 vks (n) 

Lever Brothers Co 


WNBT, Wash. 

20-sec stn break; 3 Jan; 13 wks (n) 


WCAU-TV, Phila. 

Minute Maid Corp 

Ted Bates 

WNBQ, Chi. 

1-min anncmt; 15 Jan; 42 wks (n) 


20-sec anncmt; 13 Jan; 13 wks <n) 



10-scc ident; 14 Jan; 52 wks (r) 

National Biscuit Co 


KMtll. Ilhw.1. 

20-sec sin break; 17 Jan; 50 wks (n) 

Benton & Bowles 

20-sec stn break; 14 Jan; 13 wks (n) 

IVnick & Ford Ltd 


WRCB. Schen. 

IVnick & Ford Ltd 


WBZ-TV, Boston 

1-min partic; 15 Jan; 13 wks (n) 

Charles Brunellc 


1-min partic; 11 Feb; 13 wks (n) 

Bermingham. Castle 
man & Pierce 


1-min partic; 7 Jan; 26 wks (n) 

Advertising Agency Personnel Changes 



Dary W. Bach 

Laura D. Baker 
Donald K. Beyei 
William J. Breer, 
Gladys Church 
Roland II. Cram 
Clark W. Davis 

Don Gibbs 

Carl R. GlegerlcJj 

J. Walter Goldstein 

Marvin L. Grant 

Sam Halper 

Weston Hill 

J. Allan Hovey 

Carlton A. Johanson 

Ben S. Laitin 

John F. W. McClure 

James O'Neal 
T. Sloane Palmer 
Lawrence W. Radice 
Lawrence D. Reedy 
Meno Schoenbach 

Bernard Jay Shaw 
Mel Smith 
Leonard Tarcher 

G. Lester Williams Jr 
James E. Wilson 
L. Barton Wilson 

Hoag & Provandie, Boston, mmeber copy 

Lewis Edwin Ryan, Wash., media specialist 
Comstock & Co, Buffalo, space, timebuyer 
McCann-Eriekson, N.Y., sve group head 
Abbott Kimball, N.Y., aect exec 
McCann-Eriekson, Chi., sve group head 
Sherwin Robert Rodgers, Chi., aect exec 
Cornelius Du Bois & Co, N.Y., sr partner 

Kenyon & Eckhardt, N.Y., dir media re- 
search, statistical analysis 
Warwick & Lcglcr, L. A., vp 
Cunningham & Walsh, N.Y., aect exec 
Olian, St. L., vp 
Mann-Ellis, N.Y., radio-tv dir 
Cramer-Tobias-Meyer, N.Y., merchandise dir 
Biow, N.Y., copy dir 
Buckley, Phila., copy chief 
Rhecm Mfg Co, N.Y., ndv, pub rel mgr 
J. D. Tarcher, IN.Y., aect exec 
Lever Brothers Co (Pepsodent div), N.Y., 

Olian. St. 1... aect exec 

Comstock & Co, Buffalo, media, research dir 
Colman, Prentis & Varley, N.Y., pres 
Abbott Kimball Co, N.Y., exec asst to pres 
I S. Dept. of Agriculture, Dallas, south- 
western information chief 
WATV, Newark, aect exec 
Robert Smith, L.A., owner 
J. D. Tarcher, N.Y., aect exec 
Anderson & Cairns, N.Y., aect superv 

Roy, Chi., tv dir 

Kudncr, N.Y., member copy s 

Same, also vp 

Westheimer & Block, St. L., 1 

1 & Co, S. F., vp 

D'Arcy, St. L., 

Abbott Kimball 


Same, administ 


Herbert Rogers 

Co, t 

Zlowe Co, N.Y. 


I .,!,,, 


rel dir 

McCann-Eriekson, Cine, mgr 
U. S. Army, Colonel, also lecturer 
Edward W. Robotham, Hartford, « 

i'cleh. Hartford, 

6. I%ew Stations on Air 



Bernard J. Shaw (5) 

Leonard Tarcher (5) 

Thomas R. Vohs (5) 

G. L Williams (5) 

James E.Wilson (5) 

l%ew Network Affiliations 


KMIII. Marshall, Minn. 
hs|i\. Vberdeen, 9. I). 
V. AUG. Greenwood, Miss. 




Shelley and Veteran Staff Praised 

Des Moines, Iowa (Nov. 18)— This 
city's famous 50,000-watt Station WHO, 
has been awarded one of the broadcasting 
industry's most coveted prizes — the 1951 
Distinguished Achievement Award for 
Radio News, sponsored by the National 
Association of Radio News Directors. 
The presentation was made on November 
17 at the NARND's Annual Convention 
in Chicago. 

In making the award, Baskett Mosse, 
chairman of the judges' committee, said 
". - .we are happv to announce tonight that 
radio station WHO, Des Moines, Iowa, 
was selected as the outstanding radio news 
operation in the United States for 1951. 
. . . The committee felt that special 
recognition should be given to News Di- 
rector Jack Shelley and his very fine and 
veteran news staff". 


The WHO News Bureau has an im- 
pressive physical plant: seven leased-wire 
machines; a portable battery-operated 
tape recorder; a telephone recorder; three 
short-wave monitors for state and city 
police and fire department broadcasts; 
a number of subscription services; and 
a library which includes several special- 
ized news encyclopedia. 

The seven leased-wire machines include 
two Associated Press, two United Press 
and three International News Service 
machines. This is by far the greatest num- 
ber of leased-wire machines servicing any 
radio station in this section of the coun- 
try, and exceeds the leased-wire service 
available to many of the country's leading 
daily newspapers. Only two of the seven | 

28 JANUARY 1952 

machines are "radio" wires — the other 
five bring in detailed stories known as 
press" wire service. Press wire service 
gives lengthy accounts and the three 
news services bring in three different 
versions of the big stories around the 
world. This necessitates constant boiling 
down, rewriting and sifting of details, 
playing up news of local interest — all 
tailored to fit a split-second time period. 


The WHO News Bureau is headed by 
veteran Jack Shelley, and includes eight 
other full-time men and a secretary. Eight 
of the men are college-trained reporters, 
rewriters and broadcasters, all of whom 
are heard on the air. The ninth man is 
a specialist in political reporting. The 
ten people on the staff represent a total 
of 85 years' experience with WHO. Five 
of the News Bureau staff have been with 
WHO ten or more years. 

In addition to the regular full-time staff, 
the WHO News Bureau maintains a staff 
of 75 correspondents — or part-time re- 
porters — throughout Iowa and in South- 
ern Minnesota and Northern Missouri, 
heavy WHO listening areas. 


The WHO News Bureau uses the local 
and long-distance telephone extensively 
to supplement and verify the regular news 
services' coverage. Staff members check 
directly with peace officers and hospitals 
each morning to get accident reports .\n<.\ 
accident victims' conditions which may 
have changed since the late night news 
the leased- 

i ■ do not cleai this tvp< of 
information until too late for a 7:30 a.m. 
— or even an 8:45 a.m. newscast. 
Telephone checks also minimize the pos- 
sibility of loss of news when events t.ikr 
place in remote areas, distant from a 
news service reporter. 


II.: WHO News Bureau maintains a 

morning and a night shift. There is a cer- 
tain amount of specialization within each 
shift in that one man may be assigned 
Washington and foreign news, another 
Iowa news, and a third miscellaneous 

er< si stories. \\ I 
assignment, the reporter stays on it for an 
indefinite period, building up a back- 
ground for that specific job, and becoming 
a specialized reporter on that shift. I ai h 
news copy especially for 


who will be i 

tng i 


To operate its award-winning News 
Bureau and to provide Iowa-Plus listen- 
ers with unexcelled news coverage, 
WHO spends more than $100,000 annu- 
ally. This figure is believed to 
the highest figures in the Nation. 

In addition to its regular news ser- 
vices, the WHO News Bureau provides 
its listeners with a variety ol public- 
service extras. These include free an- 
nouncements regarding public and private- 
meetings during periods of extreme 
weather conditions, up-to-the-minute 
reports on road and weather conditions 
and emergency calls on newscasts to 
locate families or members oi families 
who arc traveling or are visiting away 
from home, etc. The News Bureau has 
also developed a system whereby a copy 
of each newscast mentioning an Iowa 
serviceman is sent to the next of kin. 
This service has required the cooperation 
of local postmasters in many cases be- 
cause of the lack of a street address or 
the name of the next of kin. Management 
at WHO considers the public service 
aspect . . . the many extra "little things" 
that WHO does for its listening public 
... to be the difference between a routine 
news operation and one that is contribut- 
ing to the welfare of the community. This 
— then — is the difference between a good 
news operation and the "Best Radio News 
Operation in the United States". 


The leadership of WHO's News Ser- 
vice is only one of many reasons why 
WHO is Ioifa's greatest 
value. The 1951 Iowa Radio Audience 
Survey, accepted by leading advertisers 
and agencies as a completely authorita- 
tive analysis of listening habits in this 
state, shows that WHO is by far the 
"most-listened-to" station in Iowa, \\ rite 
for your copy, or ask Free & Peters. 

+ WHO for Iowa Plus! + 

DES MOINES .... 50,000 WATTS 

Col. B. |. Palmer. President 

P. A. Loyet, Resident Manager 


National Representatives 



A lesson in economics with Jimmy 

Anybody here afraid of size? 

You get more, dollar for dollar invested, than 
from any other medium — 

Like the 36,000 extra customers 

(in just one market— New York) for each brand 

advertised on the average TV program . . . 

The results? That means people. 

We got millions of 'em. 

For 50,000,000 viewers NBC alone offers 

the biggest stars . . . programs . . . 
network — the biggest opportunity for the 
biggest sales results. 

Not if you're thinking of profits . . . 

Like the 15.6 extra customers per month for each 
TV dollar invested in the average program 
(And it's 19.5 for high-budgeted shows 
like Jimmy's.) 

fti&gm^&f^im^^iite . 

Want to get into the act? There are still 
opportunities for selling on NBC by big 
advertisers — and by small advertisers who think 
and plan big, too. 

for television — now — is the most profitable 
advertising medium ever evolved. 

Like what really counts in successful 
advertising: results. 

These facts are based on the remarkable study, 
"Television Today." If you haven't seen the 
booklet about Television's impact on people and 
products, or if yours is worn out with use, 
write or call NBC-TV Sales — where you can 
also learn about NBC availabilities for selling. 




The network wher 

This "Kitty" 
Makes Her 
Sponsors Prr-r! 

V. LaCa 

From 8:30 to 8:55 A. M., Monday 
through Friday, Kitty's variety show is 
the favorite of thousands of female 
cars in the BIG KVLC listening area. 
There are interviews with visiting dig- 
nitaries, from Ambassadors to movie 



woman's world, local, regional and 
national! And, if it's national "Some- 
thing-or-other" Week, they hear about 
•it from Kitty V. LaCall. All of these 
ingredients are carefully mixed with 
igenerous portions of music that women 

Kitty is now available to provide the 
Prr-rr-fect atmosphere for your com- 
mon ials on a participating basis. 

Phone, write or wire CLENN ROBERT- 
SON. Manager, KVLC, for details and 
availabilities ... or contact RADIO 

William B, Cumpbell 

If Elsie, the fabulous Borden cow, knew that Bill Campbell checked 
on 75,000 to 80,000 commercials yearly she'd probably, in amaze- 
ment, stop chewing her cud. For it's just this staggering total in 
141 radio and 39 TV markets that helps sell Borden products and 
keeps Elsie and her bovine friends working. 

Commercial o.k. is but the beginning. Proper program selection 
follows and it's a complex problem. But Campbell, a merchandising 
alumnus of Young & Rubicam, attacks it with zeal. Working closely 
with Henry Schachte, director of advertising, he follows a day-to-day 
operation. Campbell's approach is the constant evaluation and re- 
evaluation of Borden broadcasts in all markets. 

The 33-year-old North Carolina native throws some light on the 
procedure. "There are over 250 local budgets each supplemented by 
'all-Borden' money taken from all of our divisions. The purpose 
of the 'all-Borden' budget, established in 1944, is to promote our 
name institutionally and, additionally, to push specific products when 
the need arises in any market. What we continually seek are estab- 
lished personality programs, local favorites or highly-rated shows. 

For his program prospecting, Campbell has a 1952 budget of 
$750,000 for radio; $1,250,000 for TV. It's his task to see that the 
cream of the shows are skimmed in Borden's distribution areas run- 
ning along the Atlantic seaboard and Gulf Coast, in Texas, the Mid- 
west, and parts of the West Coast. Assisting in this widespread cover- 
age are three agencies, Young & Rubicam, Griffith-McCarthy, Inc., 
Tampa, and Tracy-Locke Company, Dallas. 

Programing types, as varied as Borden products, currently include 
d.j. shows, transcribed music shows of the "name" variety, women's 
commentaries, news shows, and announcements. 

Campbell relaxes from his myriad problems by escaping to the 
amateur theatre. Not as a spectator but right up there "trodding 
the boards." It wasn't unusual for home town friends in Wilmington 
to see him in major roles with the Thalian Association (an amateur 
acting group) several years ago. Now talented Bill Campbell acts in 
comedies like "Personal Appearance" for the Amateur Comedy Club, 
a 68-year-old theatre group in New York. 



Detroit Women Love "Ladies Day 
and SALES Prove it/ 


\ \ \ i / 

WJBK-TV, Detroit's best television buy, has scored 

again. Their brilliant show, "Ladies Day", is cap- 
turing the hearts oi women in the nation's fourth 
market. The ladies go for this mid-afternoon TV par- 
ticipation program, and more than that, they go for 
"Ladies Day" advertised products. Response and sales 
are terrific! Just look at these results: 

30-piece sets of stainless steel cut- 
lery, retailing for $6.95 apiece, 
sold 4 1 sets from the first com- 
mercial, 4 5 from the second. Re- 
sults were so tremendous the first 
week that the store ran out of 
stock. We had to stop the com- 
mercials until their supply could 
be replenished. Net result: three- 
spot-a-week contract for a year. 

Six spot announcements for a rug 
cleaner resulted in reorders by 
every department and chain store 
in Detroit which stocked the prod- 
uct. The Sponsor contracted for 
a full vear. 

Detroit's leading department store 
received more than 1000 phone 
orders from only two hair curler 
commercials — sold $2,400 of 2 5c 
cards of curlers in one week. After 
just two weeks on "Ladies' Day," 
with three spots a week, every 
Detroit branch of the country's two 
biggest "five-and-ten" stores re- 
ordered from three to five times. 

Results like these can be yours, if you take advantage of the alert 
programming and steady progressive leadership that has made WJBK- 
TV tops in audience-response and sales results in the wealthy Detroit 
market. WJBK-TV consistently leads in giving the audience the finest 
in entertainment and the advertiser the best television buy in town. 
Check your local KATZ man for all information. You'll find that 
WJBK-TV really delivers the goods — your goods. 


The Station with a Million Friends 

Represented Nationally by THE KATZ AGENCY, INC. 

28 JANUARY 1952 

ELDORADO 5-2455 




Hundreds of the country's finest stations announce with pride "THIS S TA TION IS A MEMB 

'290 Sponsored AP Newscasts per Week" 

John T. Carey, Sales Manager, WIND, Chicago, Illinois 

Says Sales Manager Carey: "I believe 
that WIND carries more sponsored news- 
casts daily than any other station in the 
country. We carry 42 newscasts every day 
but Monday. On Monday we carry 38, for 
a total of 290 per week. Our main news 
sponsor is the Chicago Daily News with 164 
newscasts weekly. We find The Associated 
Press to be an excellent service and we 
invariably secure renewals from news 
sponsors. As a matter of fact, there's a 
ig list to purchase our 5-minute AP newscasts." 


110% Increase in Sales for Sponsor" 

Bob A. Roth, St., Commercial Manager, K0N0, San Antonio, Texas 

Reports Commercial Manager Roth of 
KONO: "KONO continually shows extremely 
high Hooper Ratings against 4 networks 
and 3 other stations. This speaks for the 
quality of AP news service, supplemented 
by our own local coverage. AP meets 
our every need for national and regional 

Sponsor results? Says George W. Dela- 
van, Jr., General Manager of Home Appli- 
ance Distributors, Inc., biggest KONO AP 
sponsor: "AP news on KONO has produced results from the first day 
ommercials hit the air— increased our distribution, built consumer 
tance and confidence in our product. In one year's time our sales 
e increased 110%!" 


Associated Press . 

ly on the job with 

• a news report of 1,000,000 
words every 24 hours. 

• leased news wires of 350,000 
miles in the U.S. alone. 

• exclusive state-by-state news 

• 100 news bureaus in the U.S. 

• offices throughout the world. 

• staff of 7,200 augmented by 
member stations and news- 
papers . . . more than 100,000 
men and women contributing 

Whether it's Chicago or San 
Antonio, Associated Press news 
DELIVERS— delivers RESULTS for 
station and sponsor! Prompt, un- 
biased news coverage pyramids 
volume audiences — eager audi- 
ences tuned to the news and to 
the sponsor's message. 

For complete information on 
how Associated Press news can 
provide payoff RESULTS for YOU, 
contact your AP Field Representa- 
tive ... or write . . . 




Omaha, Nebr.— Council Bluffs, Iowa 

KOWH Sta. "A" Sta. "B" Sta. "C" Sta. "D" Sta. "E" 


8 A.M. - 12 Noon 
Mon. - Friday 








12 Noon - 6 P.M. 
Mon. - Friday 








8 A.M. - 6 P.M 








Mon. - Saturday 







» Every rated hoi 

lown above given equal v: eight 

£ Largest total audience of any Omaha station, 
8 A.M. to 6 P.M. Monday through Saturday! 

9 Largest share-of -audience, in any individual 
time period, of any independent station in all 

•Based on the latest available 
Hooper share of audience for 
unaffiliated stations including 
the Omaha and Council Bluffs 
market (Mar.-Apr., 1951 I. 12 
noon through 6 P.M. 

Represented By 


'rfmvU&u' Tfdut ^Catened-"?* 7 

***** I ttUtHti 

I like and why 



Great buyers have qualities ranging from guts to eliarm 
to market-by-market knowledge, reps told SPONSOR 

®0f all the species inhabiting 
advertising agencies, the 
timebuyer is most like a man 
playing a dozen games of chess simul- 
taneously. He must play minute fact 
against fact, parlaying ratings against 
audience appeal against distribution 
against — most of all — sixth sense. Yet 
he must be a hail-fellow-well-met for 
all the harrowing concentration that 
goes into his job. 

If you're a client, you probably 
know few timebuyers well though their 
work behind closed radio department 
doors has paid off for you time and 
time again. This is your chance to 
meet some timebuyers — the best in the 
business, in fact. For, in this survey, 
SPONSOR asked the men who deal most 
with timebuyers and know them best, 
the national representatives, to de- 
scribe the buyers whose competence 
they admired most. Here in this se- 
ries of vignettes supplied by reps is a 

composite description of all that goes 
into buying the most difficult to use yet 
often most rewarding of all media, 
spot radio and TV. 

No names are named here, because 
this is not a puff for anyone. Instead, 
buyers are described by what they do 
and by what makes them outstanding. 

A gal with guts — and sawg 

"She's as loyal as anyone who ever 
worked for an agency, but she's had 
the guts to buck the tide of thinking in 
her own shop. The coat of arms at her 
agency timebuying department has al- 
ways been a slide rule crossed by a 
Hooper pocketpiece. She has put a 
dent in the coat of arms and urged a 
more balanced approach. Now, when 
good buys come up which don't meet 
the arbitrary rating standard, she 
fights for them. She knows that a raw 
rating must only be used to make a 

decision in combination with other 

This girl has savvy as well. She 
knows all media — not just radio and 
TV. When it comes to selling an idea 
to agency higher-ups, she can talk their 
language. She knows the strengths and 
weaknesses of magazines and news- 
papers so she can give a fully rounded 
explanation of why a radio schedule 
is best to do the job. Too often time- 
buyers will talk apologetically about 
radio because they are so close to it. 

Her knowledge gives her the confi- 
dence to fight for what she knows is 
right. But don't get me wrong. She 
isn't full of brass, just a gal with guts 
— and savvy." 

To hint, reps recommended 
their competition 

"The best timebuyer I have ever dealt 
with followed this procedure: 

1. Found out the advertiser's dis- 

m lik 



Station Z means it wktn tkiysay 


tribution in each market to determine 
whether coverage was or was nol nee- 
( ssary. 

2. Found out the problems and 
plans of the advertiser in each market. 

He then: 

1. Told the representatives what 
was to be accomplished and the plans 
the agency had outlined to accomplish 
the advertiser's ends in each market. 

2. Ulowed each representative to 
see what his competition was submit- 
ting with right of rebuttal. 

This accomplished: 

1. An interest on the part of the 
representative in doing the best job 
for the advertiser since they had been 
taken behind the scenes and knew the 
thinking of the advertiser and agency. 

2. Bj getting the representative to 
sit behind the desk with the advertiser 
and be allowed to see competitive of- 
ferings, this timebuyer achieved an in- 
teresting and honest appraisal from 
the reps of their own and competitors' 
offerings to the point of such detach- 
ment that representatives would often 
recommend the competition. 

3. A happy representative for in 
most cases he knew, if he lost the busi- 
ness, why he lost it. 

4. A fine job of buying for the ad- 

vertiser — he represented. 

This fellow did not long remain a 
timebuyer. He is now high up in one 
of the largest agencies." 

IIc» doesn't play it safe 

"He conscientiously tries to weigh all 
factors in a given market before com- 
ing to a decision instead of playing it 
safe and picking out what be thinks 
will be easiest to sell to someone in a 
higher echelon. For instance, instead 
of confining his queries to what the 
ratings were in a town months before, 
he tries to find out what's been hap- 
pening more recently in a programing 
way. It's possible that the community 
has in recent months been nurturing 
another Arthur Godfrey and the client 
would fare better by latching on to the 
personality than by moving in with a 
year-old rating." 

He isn't afraid to train his 

"He has the patience of Job and is 
fair to everyone who comes to sell him. 
He has no prejudices and will listen to 
everyone's story. He came up the hard 
way and is willing to let those under 
him advance because he isn't afraid of 
his job. Consequently his assistants 
are well trained and invaluable assets 

to him. He can delegate many deci- 
sions to them and keep himself free 
for more complex problems. 

When one of his assistants makes a 
move which a rep feels can be ques- 
tioned, he's willing to be told. We have 
a crackerjack independent station in 
the South which was on the list of a 
certain client last year but was dropped 
for '52. Within minutes after we point- 
ed out that this was probably an over- 
sight, the station was back on. 

You're grateful to buyers like this 
one and when you can do them a favor, 
naturally you're eager to. That"? a 
factor to bear in mind always — the 
equity of goodwill the outstanding 
buyer builds up. It pays off not only 
in radio but in TV for this particular 
buyer when he tries to clear difficult 

He's friendly but doesn't buy on the 
basis of friendship alone. Nor does he 
bu\ by ratings alone when there are 
factors like results to pitch at him." 

ilfitirf like a filing cabinet 

"He is completely informed on shows 
at stations everywhere. He can touch 
a button in his mind and come up with 
the piece of information he needs to 
make an evaluation. He seems to have 

Kf X 1 "my ideal timebuyer" 

WW lllf \ I "P oorcst timebuyer 1 ever met" 

*He knows stations and markets intimately. 

a He uses research and ratings but isn't hypno- 
L. tized by figures. 

3 He buys without preconceived prejudices. 

m He has a tremendous store of programing sav- 
^m vy and can pull useful facts out of his memory. 

5, He knows his own accounts thoroughly. 

n He trains good assistants to handle details. 

■» He is courteous, friendly, and makes himself 
■ ■ available to reps. 

O He is a good salesman who can put over his 
**■ ideas before top brass. 

ft He has the imagination to spot an unusual bin 
**■ which can pay out. 

1A He, or she, doesn't exist except in composites 
*•"' like this because no one buyer in a business as 

fast-moving as radio and TV can stay tops in 

all of these categories. 

-IU- or ".he," a) eour.e. 

CaSe A I The Scaredy Cat: 
"He buys only what he can justify easily to the ac- 
count executive. If it's a matter of choosing be- 
tween a 4.5 and 4.6 rating, he'll take the slightly 
higher one every time." 

case B: The o^-track.- 

"Wild horses can't drag him from the stations he 
used to buy ten years ago. He's so full of prejudices 
he misses opportunity after opportunity to make 
good sales-producing buys at low cost." 

CaSe C: TheMeanie: 

"When a rep comes in to see him and brings one of 
his station managers along, this type is rude and un- 
friendly. One of them used to read his mail ivhen I 
came in ivith an important manager." 

CaSe D: The Gun-jumper: 

"He puts the reps in a whirl supplying him with 
availabilities before the appropriation is actually 
tacked down with the result that he's wasted lots of 
effort for the reps." 

•Question asked of rep, uho told al,„ul their favorite 


the essentials filed awaj mentally 

through constant study. Even the 
most involved sets of figures don't 
floor him because he has a fine tech- 
nical knowledge. 

What I appreciate most is that he 
doesn't horse around with you. There's 
no runaround. If he doesn't like an 
availability he says so. Some others 
string you along. His honesty earns 
respect and cooperation from the reps. 
That's essential to him, of course, in 
doing a good buying job." 

Good salesman himself 

"It is disheartening to deal with a 
timebuyer who cannot sell his own 
ideas. My favorite timebuyer is one 
you can trust to back up what he be- 
lieves in and do it successfully. Once 
a timebuyer has been sold an idea in- 
volving considerable expenditures, he 
frequently must justify it to those 
above him in the agency. 

The weak sisters will quit at the 
first sign of opposition. Those who 
are inarticulate will find themselves 
stand down by print-minded brass. 
But the timebuyer who knows how to 
sell within his own shop will get ap- 
proval for his own decisions. This is 
the kind of a man or woman you feel 
it's worthwhile to single out for favors 
in the way of choice availabilities." 

it's a pleasure to do business 
with her 

"There are several gals I'm thinking 
of who fall into the same category. 
They are all people I think of as old 
friends rather than customers. It's 
hard to explain but they just seem to 
make doing business a pleasure be- 
cause they have grace and warmth. 
You can relax with them and talk free- 
ly which makes doing business faster. 
Never underrate the power of person- 
ality — in women timebuyers or men. 
The people you like gain immeasurably 
in service from the rep and chances to 
buy the best time. 

Let me give you an instance of the 
kind of thing that warms you up to a 
timebuyer. When you have a station 
manager in town and bring him 
around with you to the agencies, the 
friendly timebuyers give you a glow- 
ing reception. They make the station 
man feel that he's important and you're 
important. He goes back home more 
impressed with having hobnobbed with 
a top agency timebuyer than with the 
I Please turn to page 79) 


1 Buyer who is courteous, especially when rep brings in out-of-town station man 

Keen analyst who can quickly spot flaws in complex maze of research figures 

Timebuyer who is good salesman and can sell his own decisions to agency chiefs 



The president 
and advertis- 
ing strategist of both Charles 
Antell and \ational Health 
Aids, Inc., Charles Kasher, 
39, was a department store 
demonstrator lor 20 \ ears. 
successfully adapted the 
technique to radio and TV . 


Mell's $10,000,000 hair spiel 

Comedy routine mixed with straight information on 900 AM and 
45 TV stations has put new firm among top sellers 

Lewellen (above) lectures, kids about hair for full program, then sells hair tonic (exeerpt below)* 

"When men start to lose their hair, they 
always run down to the corner barber shop 
and ask a bald-headed barber what they 
should ilo about it. 'Sit doum in the chair,' 
si7vs the barber, 'you've come to the right 
place.' He goes 01 er to the shell, gets dou n 
a couple bottles of perfumed alcohol. . . . 
He sprinkles the perfumed alcohol on top 

of the guy's head and then he rubs it in. 
If you are a good customer, he rubs a little 


longer. When he is through rubbing, he 
combs it real nice. A little pompadiddle 
down the middle makes it look like you got 
more this week. Then he says, 'Look, this 
stuff doesn't work overnight.' He's right! 
He says, 'You better come back next week 
. . . get another shot.' ) ou do, and you get 
your head scratched again. By this time 
you're starting to like it. It feels good. 
So you make an appointment. From that 

day on, the rest of your life you're stuck. 
Once a week you go to get your head 
scratched. You wouldn't wake up if the 
roof fell on you. I mean it. After all. if 
alcohol could grow hair, most of the men 
I know would choke to death before they 
tot to the barber shop." 

1 There are three air salesmen who deliv- 
er spiels like the one above for Antell. Ac- 
tual sales pitch comes at tail end. I 


In the past 12 i 
I "i li I radio and 
tions. a sponsor earned 
Rasher has barraged the 
what appear to be the h 
grams you've ever heard. 
For either a half hour 
Utes, ;i man not onl\ gabs 
a carnival barker, but also 
a man possessed. He mugs 
lie Chaplinesque pantomi 
his hands about with the a 

nonths. over size. The other commercial offers a 
45 TV sta- money-back guarantee when listeners 
Charles U. buy National Health Aids' Mineral and 

nation with Vitamin Complex in a $5 or $10 size. 

toniest pro- The hair products are now sold over 
the retail store counter; the complex 

or 15 min- is a mail-order item. 

steadily like What's been the sales response to 

gestures like these air shenanigans? Charles U. 
with Char- Rasher, president of the two Baltimore 
. He tosses companies — Charles Antell, Inc., and 

bandon of a National Health Aids. Inc. — says ex- 
ultantly: "You can call me one of the 
happiest sponsors ever to use broad- 
cast advertising. Ever since we ven- 
tured on the air a year and a half ago. 
radio and TV have been our mainstay. 
Sales results have been so remarkable, 
in fact, that we plainly boast in print 
on our Charles Antell packages, 'As 
Heard on Radio — As Seen on TV.' 
You can't be more grateful to a medi- 
um than that, can you?" 

With regard to his unorthodox style 
of programing, it turns out that Rasher 
is crazy like a fox. "People mocked at 
me when I began our Pete Smith-style 
of shows that rib the public's hair and 
eating habits." he says. "They also 
sneered that the public would never 
buy relatively costly drug store items 
as a result of an air advertising pitch. 
But I thought different. I personally 
have been a department store sales 
demonstrator for some 20 years. All 
we've done is bring store-demonstra- 
tion technique to radio and TV. It's 
worked, because customers are the 
same wherever you go." 

Rasher is rather reluctant to release 
figures. He does admit, though, that 
he is now spending "at the rate of 
over $2,000,000 a year on radio and 
TV." In a single month currently, he 
is advertising on over 400 radio sta- 
tions and from 15 to 20 TV stations. 
His saturation advertising is heaviest 
in at least 15 major cities, where the 
Charles Antell hair products are now 

sold over the counter. Rasher also can- 
didl\ concedes that, thanks largely to 
radio and TV, 7,500,000 repeat cus- 
tomers have ordered the Antell For- 
mula and Shampoo. The complex is 
selling handsomely, he says, but cus- 
tomers can only order it by telephon- 
ing or writing care of the station on 
which the item is advertised. 

Though not revealing his annual 
gross, Rasher claims each of his prod- 
ucts is now No. 1 seller in its field, or 
else mighty close to the top, depend- 
ing on local distribution. While not 
agreeing entirely with this, the trade 
does concede his products are vital 
comers. According to Drug Topics, the 
reputable trade magazine, Americans 
last year spent about $80,000,000 for 
hair shampoos, and about $20,000,000 
for hair creams. Wildroot, Fitch, Drene, 
and Shasta are among the leading 
brands. But as a unique "one-two 
treatment," combining shampoo and 
hair cream, Antell ranks as a top seller 
on its own. The trade guess is that the 
hair treatment combination is now sell- 
ing at the rate of close to $10,000,000 

Because it's a mail-order item, it's 
harder to determine the gross of the 
National Health Aids' Complex. Ac- 
cording to Drug Topics, Americans last 
year spent over $203,000,000 for vari- 
ous vitamin concentrates. The trade 
estimate is that National Health Aids 
is now grossing from $4,000,000 to 
$7,000,000 annually. 

One thing that is verifiably certain is 
that radio and TV have been chiefly 
responsible for the flow of demands 
for Rasher's products. (It's only re- 
cently that he began spending, in ad- 
dition, about 15% of his advertising 
appropriation on newspapers. ) In a 
survey made by SPONSOR on the retail 
level, these answers were typical: 

Albert Goodman, advertising man- 
(Please turn to page 58) 

Don Quixiote windmill. He spins de- 
risive wisecracks. He insults the audi- 
ence's eating and hair-preserving hab- 
its. He applauds his own witticisms 
with titters of "Heh! Heh!" 

Then, when all this buffoonery is 
over, the clownish fellow has the nerve 
to try to sell the air audience two ex- 
pensive drug store products. One com- 
mercial offers a money-back guarantee 
when listeners buy a combination of 
Charles Antell Hair Shampoo and For- 
mula No. 9 Hair Cream in a S2 or $3 

7'/: million repeat customers demanded it! 


ad* **» 

m \ .n<l SHAMPOO 

28 JANUARY 1952 

wno ovinias net worn m 


Packagers (not nHs) 
lead in building 
television shows 

Webs bigger source of TV sponsored 
programs than in radio four years ago— 
but packagers have 55% of total 

charts based on special SPONSOR survey of 162 

JBip|l When network television 
UttUUil took off on its skyrocket, 
just four short years ago, many ad 
agencymen predicted that TV would 
prove the end of the road for the in- 
dependent package producer. Networks 
and agencies alone, these experts con- 
tended, had the kind of money neces- 
sary for the maintaining of big crea- 
tive staffs — experts essential for build- 
ing big time TV shows. 

This gloomy forecast has most cer- 
tainly gone wrong. Even with NBC and 
CBS more determined than ever dur- 
ing the past year to capture control of 
what they like to term the "editorial 
content" of their operations, the pack- 
agers are still on top of the heap. 

The packagers are primarily the 

boys who come up with a good show 
"gimmick," an exploitable literary 
property, and, what is most important, 
a comparatively low production budget. 

In many ways, the package produc- 
ers today are in an even stronger posi- 
tion than they were in radio — in the 
days when radio hardly gave a thought 
to TV competition. 

A sponsor survey, on which this re- 
port is based, shows that out of the 
162 sponsored network TV shows on 
the air as this issue went to press, pack- 
age producers are responsible for 
building over half — 55^? • At radio's 
peak, in January 1948, packagers could 
only claim 41.6% of sponsored radio 
web shows, according to a SPONSOR 
survey. Networks, having built 25.39r 
of today's sponsored TV shows, are up 
considerably from their 1948 radio po- 
sition of 16.3%, but are still trailing 
the package producers. 

Agencies, on the other hand, have 
begun easing out quietly from the cre- 
ative picture. Leaders in TV's early- 
days, when they put together shows like 
Texaco Star Theatre, Ford Theatre, 
Kraft TV Theatre, and other high- 
priced vehicles, they now get credit 
for building onl) 11.19? of today's shows 

Four typical TV packagers 

(Top row) Carol Irwin (left), Goodson and Todman 
(right), and Lou Cowan (bottom left); Wally Jordan 
(bottom right) heads William Morris packaging 

big TV shows, as compared with 
30.5% in radio as of January 1948. 
Client-created shows are slightly down, 
and form a lower percentage of the 
number of TV shows today (6.2%) 
than they used to in radio. The re- 
verse is true of shows created by affili- 
ated network stations, and fed to the 
TV web. (For full details, consult the 
first pie-chart, top of this page.) 

A glance at the latest production 
budgets for the current 162 network 
TV shows gives the primary reasons. 
With clients' costs going through the 
roof in TV, with agencies hard-put to 
make a profit on the 15% commissions 
collected on agency-built shows, the 
tight production budgets of packagers 
have a great appeal for both client and 

The average production cost of a 
network-built TV show is approximate- 
ly $16,000 per week. For agencies, the 
figure is nearly as high — over $13,000. 
But for the package producer, the av- 
erage budget among the 88 packager- 
built network TV shows is only $9,500 

Low cost hasn't meant low ratings, 
or poor results, for packager-built 
shows. The 1-7 December Videodex 

rograms — source of creation, costs and comparisons 

Number and Percentage of Programs 
By Creative Category 

ly costs. Compared with SPONSOR study, Jan. '48 

"'Top 20" ratings shows this clearly. 
Two packager-built shows, P&G's Red 
Skelton and Philip Morris' / Love Lucy 
are in the top five. The packager's 
share among the "Top 20" (there were 
ties for 7th, 10th, and 17th place, giv- 
ing 23 shows in all) compares favora- 
bly with the general breakdown of all 
shows. Here are the "Top 20" figures : 
10 shows (43.5%) for the packagers; 
six shows (26.1%) that were network- 
built; five shows (21.7%) for agen- 
cies; and two shows (8.7%) built 
around client-created or client-owned 
properties. Compare these with the 
over-all figures: 55% for packagers, 
25.39? Ior networks, 11.1% for agen- 
cies, 6.2% for client-created shows. 
and 2.4% for station-created TV net- 
work shows. 

Most of the gains by package pro- 
ducers and networks have been at the 
expense of ad agencies and agency- 
built shows. You'd think that agencies 
would be fighting to keep their foot 
in the program-building door. Not so, 
a sponsor checkup at nearly 20 large 
New York ad agencies, all active in 
TV, revealed. 

An official of one of the country's 
most outstanding ad agencies, who 

could not be quoted by name, put it 
to a sponsor editor this way: 

"From my own talks with agency- 
TV men, I would say, yes, there is in- 
deed a trend away from agency 'pack- 
aging' of TV shows. Even in normal 
agency operation, over half the agen- 
cy's income goes out in salaries to peo- 
ple who create and supervise client ad- 
vertising. In the field of TV advertis- 
ing, so many more high-salaried peo- 
ple have to be employed by an agency 
to handle an agency-built TV show that 
the margin between agency TV income 
and agency TV expenses gets to be 
pretty tight. You can't always pass it 
along to the client, either. Actually, 
the more an advertising agency is in 
the production of TV shows, the less it 
can tell regarding an accurate profit 
picture in its TV department." 

Further light on agency problems in 
this field was thrown by Rod Erickson, 
top AM and TV contact executive of 
Young & Rubicam. Erickson, a TV 
veteran from the early days of the me- 
dium and one of TV's most knowledge- 
able agencymen, told SPONSOR: "At 
Y&R, we have what is probably the 
biggest radio-TV department of any 
agency. There are over 160 people on 

the payroll, and there's a fair balance 
between radio and TV billing income. 
But, about 80% of the department's 
personnel do most of their work han- 
dling TV. On some TV network shows, 
even those bringing as much as $200,- 
000 annually in commissions, it's often 
tough for us to make a normal depart- 
mental profit, because so many people 
are involved in working for these TV 
shows. Package video shows are much 
easier to control accurately when it 
comes to cost, and the commission is 
a simple 15%. However, we maintain 
our full TV department staffs in case 
it's necessary for Y&R to build a spe- 
cial video show for a client." 

Erickson's comments are no isolated 
brand of agency thinking. His views 
on the easier-for-the-agency situation 
of packager-produced TV shows were 
echoed by officials of other Madison 
and Fifth Avenue agency shops. 

Said one: "We've actually lost mon- 
ey in producing TV shows for one of 
our biggest clients, particularly where 
the show was a small one. We have a 
large TV department. We're going to 
keep it that way. for prestige, and in 
case we need the personnel for a client 
who suddenlv wants to increase his TV 

28 JANUARY 1952 


spending for some reason." 

From an ollit ial of one of the lx-st- 

known agencies on Madison Vvenue: 

"Sure, our T\ billings are u|>. 1 >ut SO 

are costs and agencj I \ overhead. I 
can't give you the actual figures, of 
< ourse, bul on a couple of our big I \ 
accounts we're resigned to 'breaking 
even' ami making the general agencj 
profil on the account in other depart- 

Frank Gilday, v. p. and Television 
Director of Cecil & Presbrey, summed 
up for sponsor the reasons why agen- 
cies are no longer eager to jump into 
the business of building agenc\-creat- 
ed T\ shows. Said Gilday: 

"Everything in TV is complicated 
from an agency standpoint and in- 
volves more man-hours of work. This 
is dramatically so in comparison to 
radio, even though TV revenue is often 
greater than radio revenue for the 
agency. It's obvious to me that televi- 
sion, by its very nature can never be 
as profitable to an agency as radio. 
Fix- most direct answer we can make 
to the question 'Can an agencv profit- 
ably handle TV at 15%' is 'Yes. if 
you're lucky'." 

W ith this family blessing bestowed 
on their heads by ad agencies. \ou'd 
think it would be clear sailing for the 


It isn't, because of the networks' re- 
luctance to relinquish their beachhead 
landing in the frequently-profitable 
area of program building and selling. 
T\ networks are determined never 
again to become merely a "facility." 
as networks often were for years in 

One way in which networks have 
competed with package producers is to 
absorb extra, unexpected costs in net- 
work-created shows. 

\mong all networks, during any 
given week, it's not uncommon for at 
least one out of five network-built pack- 
age shows to go over their budget, and 
for the network to be "out of pocket" 
for the difference. 

Another "hedge"' of the networks 
against losing control of program- 
building is with contract arrangements 
with independent producers. Here, the 
network is acting like a Broadway "an- 
gel." The Goodson-Todman duo, for 
example, have been aided financially 
by CBS in building shows. But. these 
two men have got firm contracts with 
CBS insuring the fact that shows which 
they've created and CBS has helped 
finance will stay put — on CBS. These 
include shows like Sylvania's Beat The 
Clock, Sanka's It's News To Me, and 

Embassy's The Web. Lou Cowan has 
similar contracts with ABC covering 
Stop The Music. Ted Collins and Kate 
Smith are known to be tied closely with 
their contracts to NBC-TV, which did 
most of the developmental work in 
building Kate's two TV shows. 

These contracts, of course, work al- 
so to the packager's advantage. They 
assure the show of a good network 
spot, plenty of high-priced promotion 
and publicity, as well as the backing of 
the network's sales force. Often, they 
are the only way a small package pro- 
ducer with a good idea can get his 
show auditioned or on the air. A 
"closed circuit"' or kinescoped TV au- 
dition costs anywhere from $10,000 to 
$15,000 and up, regardless of the type 
of show, and few packagers can afford 

Until TV network time is no longer 
a scarce item, networks have another 
potent weapon to hang onto a large 
share of the lucrative commercial pro- 
gram control. As the independent pro- 
ducers often view it. it's an exasperat- 
ing type of competition to meet. Net- 
works. b\ this process, frequently in- 
sist today that, if an advertiser wants 
to buv a particularly-choice piece of 

[Please turn to page 70) 

Client- built net n shows, j an . 1952 

TOP 20 Videodex 1-7 








Agency (Kudner) 

Arthur Murray Show Arthur Murray ABC-TV 

Show put together by Arthur Murray Productions as specific 
showcase for dance instruction business. 

Betty CroeUer General Mills ABC-TV 
Show created around client-owned property to act as public 
relations device for General Mills. 





Packager (Skelton) 
Network (CBS) 
Packager (Desilu Prod.) 
Network (NBC) 

Cavalcade of Sports Gillette NBC-TV 



Network (NBC) 

TV version oj radio s/iorts format long associated with Gillette, 
who makes most of the rights deals. 

7 (tie) 


Network (NBC) 
Network (CBS) 

Chronoseope Longines-Wiftnauer CBS-TV 
Low-cost news discussion series produced by client's own radio- 
TV ad manager. Strong sales angles. 

Faith for Today Voice of Prophecy ABC-T\ 
Commercial religious program, a TV version of earlier, client- 
built radio shows. Specific program angle. 


10 (tie) 


Packager (Guedel) 
Packager (Wisbar) 
Packager (Gosden-Cor'll) 
Packager (Carol Irwin 1 
Agency (J. W. T.) 

Hour of Decision Billy Graham ABC-TV 



Packager (Nej e) 

Commercial religious program, built by Graham Evangelist 

Assn., modeled on prior radio shows. 

Sony Time Word of Life ABC-TV 

Commercial religions program, built by If ord of Life around 

religious music performances. 

Voice of Firestone Firestone iVBC-TV 


16 (tie) 

MAIS kCAINSl CRIME Packager (Cooper) 
m .1 STAR revue Packager (Win. Morris) 
1 it \ VIDEO theater Agency (J. W. T.) 
\ schlitz playhouse Agency (Y&R) 

Simulcast nilli radio show, one of oldest on the air. Client 
built slum ns 11 low-pressure I'M del ice. 



\l.\\ MM M. -\\i>\\ 

igenci (R&R) 

Your Hit Parade American Tobacco NBC-TV 



Package! i Boyd) 

Variety series modeled on earlier radio series inspired In late 
Ceorge II ashington Hill, owned by client. 

Youth on the March Younq People's Church ABC-TV 
Commercial religious slum, built by Young People's Church 

and modeled un prior radio series. 


roi R mi PAR Mil 

diem (Amer. Tob.) 


III -pa< kagers;] 6-networks 
43.S', 26.7', 

^■agencies: 1 2-clients 
21.7% 8.7% 



Can a suburban station 
buck the big boys? 

Figures show sponsors may bo overlook ing a »oo«l 
supplemental spot buy in the suburban outlet 


B> aiming station-built shows 
squarely at community tastes, 
the nation's "suburban" air 
outlets ar.- gathering a sizable 
share of community listening 
in the very shadow of many 
big cities and big stations. 
Below, SI'ONSOU jih,s a 
facts and figures report on a 
typical "suburban" radio sta- 
tion, KVOE (less than 40 
miles from Los Angeles). 

®l util lasl year, the average 
Spanish-speaking resident of 
California's < itrus- wealthy 
Orange Count) boughl a package of 
cigarettes with a routine that usuall) 
went something like this : 

■"\\ hat'll it be?" a clerk would ask. 

The well-paid, family-loving Juans 

and Pedros ol Orange Count) would 

smile a brillianl smile, and shrug with 

Latin eloquence. 

"Jus' some cigarillos. pot favor," 
was the usual reply. 

National cigarette advertising, par- 

28 JANUARY 1952 

ticularl) radio and video shows com- 
ing into Orange County from nearby 
Los Vngeles, less than 40 miles away, 
hardly made a dent in the situation. 
Cigarette brand choices for IV, to 
2.")', of Orange County's population 
(200,000) was mainly at the discre- 
tion of store clerk-. 

For some time, the L. A. office of 
Lennen & Mitchell, ad agenc) for Old 
Cold, bad worried over this. There 
wasn t much in the way of an extra 
budge! to remed) the problem — in fact, 
not much more than some $3,500 a 
year was available. 

Radio, for years one of the main- 
stays of an) national campaign foi 
Old Gold, was finall) picked as the 
medium in which this "extra" budget 
would stretch furthest but what kind 
of radio? L&M timebuyers combed 
through lists of Spanish -I an <; uaiie a\ a li- 
abilities in L. A., and Orange I !ount) . 

Finall) . the) found what the) want- 
ed. It was a 6:00 to 7:00 a.m. program 
called The Spanish Hour on KVOE. 
Santa \na. in the heart of Orange 
County. Because of the heav) compe- 
tition from the L \. powei hou -■ s, like 
i Please nun to page 02 i 


Spot radio success brings Kipling r 

^■■ipni When morning network tel- 
VyMfiiUJ evision became a big-time 
rcalilv on the 1 llli of January with the 
debul of NBC's 125,000-weeklj partic- 
ipation show. Today, its first TV spon- 
Bor was — oddly enough — a highly-suc- 
cessfu] radio advertiser. The client: 
Kiplinger Washington Agency. Inc. 

Just to add to the contradiction. 
many admen knew that Kiplinger. pub- 
lishers of the famous newsletters and 
more recently of the magazine Chang- 
ing Times, had enjoyed only mild suc- 
cess with a 1951 campaign in TV. 

What caused this about-face for Kip- 

How can Kiplinger's weekly five- 
minute segment in network TV be rec- 
onciled w ith the fact that last December 
the publishing firm dropped TV entire- 
ly to go into spot radio exclusively? 
The answers make interesting reading 
for admen, and throw : a lot of light on 
how broadcast advertising can be a 
success for a publisher. 

Not that Kiplinger is the first pub- 
lisher to find a big circulation payoff 
in air advertising. In the late 1920's 
and early 1930's. Collier's was boosted 
from an also-ran to one of the biggest 
weeklies in the magazine field, through 
sponsoring programs built around Col- 

lier's editor John B. Kennedy. The 
Curtis group, headed by the SatEve- 
Post, has a successful case history of 
radio, and recently TV, use. Others, 
like the Christian Science Monitor, Mc- 
Graw-Hill, Doubleday & Co. (books), 
and Omnihook have found that every 
thing from spot to network advertis' 
ing has resulted in stepped-up sal 
Still others, like True Detective, Read- 
er's Digest, Street & Smith's The Shad- 
ow, have profited from air tie-ins, in 
which the publication shared in pro- 
gram costs in return for heavy air 

In Kiplinger's case, however, part of 
the reason for the entry into network 
TV (as will be seen a little later in this 
report) is in the basic nature of the 
subscription-only publication, Chang- 
ing Times. More of the reason can be 
found in the fact that the TV formula, 
which is costing Kiplinger $33,000 for 
13 weeks, bears a remarkable resem- 
blance to its successful spot radio for- 
mula. Lastly, spot radio carries on at 
an estimated rate of $100,000 a year, 
for two-to-six morning participations 
on some 60 radio stations one week 
each month (coinciding with issue 
dates) . 

Yardstick for the success of the Kip- 

linger TV plunge will not be newsstand 
sales or ratings. The four-year-old 
monthly is like no orthodox national 
publication. Robert Day, radio-TV ac- 
count executive at Albert Frank-Guen- 
ther Law, ad counsel for Kiplinger, 
told sponsor: "We're not depending 
primarily on any research survey to 
check Today's audience. Since it's diffi- 
cult for a non-subscriber to browse 
through a typical copy of Changing 
Times, we're offering viewers a sample 
copy of the magazine — a formula we 
worked out in radio. Therefore, our 
success is being measured in terms of 
mail pull, and how many inquiries 
eventually turn into subscriptions." 

By the time sponsor went to press, 
Dave Garroway's folksy early-morning 
selling on Today had pulled in over 
16,000 inquiries in the first five days of 
NBC-TV's dynamic new- video program 
experiment. On the basis of previous 
returns in spot radio, Kiplinger's ad 
agency feels that a "substantial per- 
centage" of these inquiries will actual- 
ly result in subscriptions. 

The basis of this success with re- 
turns is a simple one. First, Kiplinger 
and its agency have discovered, 
through trial and error processes, that 
prospective magazine subscribers are 

, in NBC-TV's "To- 

Times," Kiplinger magazine, at cost-per-inquiry of i 
(I. to r.) Day, agency A/E, NBC's Schecter, Gar 

id If 

Magazine was first to buy NBC's "Today" after $100,000 
spot radio campaign paid off; is retaining AM intact 

a canny lot. They prefer to look over 
a magazine before they buy a sub- 
scription — no matter how attractive the 
subscription offer. Secondly, the new 
TV show is thus a logical visual exten- 
sion of the radio formula in which 
Kiplinger first tried out its business- 
building air innovations. 

In fact, the entire radio-TV success 
of Changing Times is one of innova- 

The Albert Frank-Guenther Law 
agency's application of the "sampling" 
technique to magazine selling is an in- 
novation in itself. No premium offers 
are used, in the sense that many big 
soap, food and drug firms use premi- 
ums to force "sampling" to new cus- 
tomers. The delicate question of deal- 
ers' feelings is not involved, so it's a 
straight free sample of Changing Times 
that's offered to listeners, via spot ra- 
dio, and viewers, via TV. Thousands 
of inquiries have already been pulled, 
in less than two months, through the 
radio offers. One station alone — the 
ad agency won't mention the call let- 
ters — drew 8,743 inquiries after just 
three announcements. 

What the radio payoff has been in 
terms of inquiries-into-subscriptions is 
a secret which both agency and client 
have been keeping under heavy wraps. 
It's common knowledge that the re- 
sults, and the per-inquiry costs are very 
good for Kiplinger. 

Not a guess as to the actual figures, 
but a good guide to remember is the 
"rule of thumb" figures reported in the 
June 1948 sponsor in an article en- 
titled "Sampling comes second." At 
that time, officials of Reuben H. Don- 
nelley and the Duane Jones agency told 
SPONSOR that as many as one-third of 
the consumers air-sampled with a prod- 
uct will stay on as users of the prod- 
uct. Costs of sampling on the air run 
all over the lot, but average-out in spot 
radio at about 18^ per inquiry. It's 
known that Kiplinger is doing better 
than these long-time industry averages. 

Kiplinger's agency actually had a 
good target to shoot at, once the spot 
radio campaign began to roll. The 
"pilot" station for a test of the spot 

28 JANUARY 1952 

radio formula, New York's WOR, 
brought the cost-per-inquiry figure 
down to seven cents during a week- 
long test in late August of last year. 
This was accomplished with three par- 
ticipations in WOR's morning The Mc- 
Canns at Home Shoiv, which pulled in 
4,800 returns. 

Throughout the nation, once the full- 
scale spot radio campaign began to 
roll, costs are known to have ranged 
from a low of 5^-per-inquiry (a WOR 
figure), to as much as 25^. Average 
costs are estimated to be about 15^-per- 
inquiry for Kiplinger, using spot radio. 
It's interesting to note that the Kipling- 
er cost-per-inquiry on TV's Today, us- 
ing a 30-station network covering 27 
states, is also around 15^-per-inquiry. 
This makes the early TV results at least 
competitive with the radio average, al- 
though radio in some individual cases 
has bettered the TV figure by a wide 

Like any good product, part of the 
success of Kiplinger's "sampling" ap- 
proach on the air has been in the value 
of the product to the consumer. And, 
Changing Times has so far done well 
in coming up with a distinct editorial 
formula that is building readership and 
subscriptions. It accepts no advertis- 
ing; it is not sold on the stands; its 
subscribers buy it for $6 a year 
through the mails only; and, though 
it has a wide female readership, its 
editorial content has no obviously fem- 
inine slant. 

The 48-page magazine boasts the slo- 
gan: "Straight talk to help you see 
ahead to better work and living." Or, 
as one executive puts it, "We aim for 
a universal appeal." The articles are 
about economic and social matters, 
with such homey titles as, "Your com- 
munity do right by the kids?", "Peo- 
ple still do get gout," "How to influ- 
ence your Congressman," "Get more 
for your money," and "What's your 
house worth?" 

The publishers, Kiplinger Washing- 
ton Agency, Inc., are, of course, noted 
for their various successful business 
newsletters. They started publishing 
(Please turn to page 71) 

Does radio research need 
a "seal of approval"? .„.,...,*>.. 

Ad Research Foundation is gearing up to certify research accuracy 


I "What, another finger in 
the survey pie!" 

This is a frequent reaction among 
advertisers and agencies to research by- 
media of all types — from magazines to 
radio networks. Every advertiser wants 
facts to base decisions on, but research 
claims from media are often taken with 
a grain of salt. 

Radio, meanwhile, is entering into 
an era of greater research activity as 
the medium collectively (via BAB) 
and individually (on station and net- 
work levels I seeks to sell itself harder 
by conducting more surveys than ever 
before. The recent NBC-CBS joint 
-iijiU and the many recent local sta- 
tion surveys are representative of this 
trend toward documentation of claims. 


Uo advertisers accept the facts un- 
covered in radio's increasing flow of 
qualitative research? 

Interviews by SPONSOR researchers 
with advertisers over the past few 
months indicate that the answer is 
"only partially." While advertising 
men have welcomed radio's new wave 
of surveys, the majority say they 
would be more willing to use radio's 
facts if there was some impartial re- 
search body to gather them. 

Said W. B. Smith, director of adver- 
tising. Thomas J. Lipton. Inc.: "As to 
special studies like those on out-of- 
home listening, they are all very well, 
but I'd prefer to see them done on a 
periodic basis by some recognized re- 
search organization rather than done 

whenever a radio station or network 
decides to for the purpose of proving 
a point favorable to its selling pitch." 
(sponsor, 31 December 1951, page 

What's the answer to the problem? 
Is there any recognized research or- 
ganization which can do a job for ra- 
dio — and which advertisers will accept 
as impartial? 

Though few in radio circles are 
aware of it, there is. The Advertising 
Research Foundation, created by the 
ANA and AAAA in 1936, has been 
doing this very job for printed media 
over the past 15 years in cooperation 
with various media associations. Now 
it is gearing itself to work with indi- 
( Please turn to page 77) 


"Wherever you go... there's radio!" 

AM is putting all its sales ingenuity into 
all-out effort to promote itself to public 

etroit: The pioneering United Detroit Radio C. 
ays host to Rudy Vallee. Left to right: Pat Maclnnis 
/JBK; Art Gloster, CKLW; Hal Neal, WXYZ; Ernie Holde( 
/EXL; Wendall Parmalee, WWJ; and guest Rudy Valle, 

jlsa: Associated Tulsa Broadcasters held radio week 2-8 
icember. L. to r.: W. G. Skelly, owner KVOO; Bill John- 
>n; Dr. F. L. Whan; Bob Jones, KRMG; Wm. B. Way, 
'OO; Dr. John E. Brown, new owner KOME; Jim Neal, 
\KC; Dr. C. I. Pontius, U. of Tulsa prexy; Bud Blust, 
LU; Lawson Taylor, KFMJ. Featured was talk by Dr. Whan 

Radio, the medium which 
has dramatized hundreds of 
products for sponsors over the past 20 
\ears. is learning how to dramatize 
itself. Out of radio's need to compete 
actively with television for the atten- 
tion of audiences has come a cam- 
paign which tells radio's story as the 
basic national entertainment medium. 

The campaigns slogan: "Wherever 
you go . . . there's Radio!" 

Those it's directed to: Listeners who 
may need reminding about radio's abil- 
ity to entertain them wherever they are 
— in a canoe, a kitchen, an auto. 

Beneficiaries of the campaign : Radio 
advertisers — because hypoing listener 
interest in radio can mean more audi- 
ence for the sponsors' messages. 

The "Wherever you go . . . there's 
Radio!" theme wraps up within it ra- 
dio's great strength in a simple, easy- 
to-understand concept; the slogan sym- 
bolizes radio's accessibility, its mobil- 
ity, its portability, the fact that it can 
be carried with you and keep you com- 
pany everywhere you go. It's a re- 
minder that radio is universal in con- 
trast to the more stationary and immo- 
bile TV, which makes it necessary for 
audience to come to it. 

The slogan originated with the mil- 
lion-dollar campaign launched last Sep- 
tember by the United Detroit Radio 
Committee to promote radio in that 
city. It has since gained nationwide 
recognition and use, especially aided 
by a World Broadcasting System sales 
promotion drive built around it. As a 
result, radio stations all over the coun- 
trv have been banding together in their 
own areas for the first time, coopera- 
tively making an effort to stimulate and 
promote the medium. 

In addition to the "Wherever you 
go . . ." scheme, new and bigger plans 
to plug radio and its wonders are afoot 
in the industry: 

• The Broadcast Advertising Bureau 
will release its comprehensive "Radio 

United Plan" for audience and sales 
promotion in mid-February, a scheme 
in which all BAB stations (about 960) 
will be encouraged to participate. 

• Cleveland stations have joined to 
map out plans for bolstering radio in 
that city (after consulting BAB). 

• Individual stations and groups in 
cities like Rochester, Washington, Hol- 
lywood, Milwaukee are coming up with 
new slogans and ideas for the promo- 
tion of the medium. Significant is the 
fact that they do not as a rule plug 
themselves, but radio as a whole. 

This growing "promote-radio" trend 
is intended as the shot-in-the-arm 
which radio now needs to intrigue a 
public which has been bombarded with 
glamour publicity about television. The 
industry is selling radio to the public 
not only by using the glamour ap- 
proach, but also by pointing up the 
important "service" role radio plays. 

What started the current radio-pro- 
motion ball rolling was the United De- 
troit Radio Committee campaign. The 
committee was formed by representa- 
( Please turn to page 73) 

When you tune in 

you tune in... — ' 



Rochester: Statio 

28 JANUARY 1952 

For sheet music on the song "Wherever you go there's radio"! turn page ► ► ► 

This copy is intended for the use of PROFESSIONAL SINCERS ONLY, and anyone 
^VARNING! found selling it or exposing it for sale, is liable to fine or imprisonment or both, and 
will be prosecuted, under the COPYRIGHT LAW. by the Copyright Owners. 

Wherever You Go There's Radio 

Words and Music by 


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cars, in barns, up - on the farms, for the plea - sure of you and me. We 









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ivs thro 

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e day, WHER- 


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Copyright 1951 by BROADCAST MUSIC INC., 580 5th Ave., New York, NY. 
International Copyright Secured Made in U. S. A. 

All Rights Reserved Including Public Performance for Profit 

& i i 

C7 F C7+5 


IV IK VOX] GO THERE'S RA - DI - while work - ing or at play 

Wherever 2 

SPO\SOR reprints this music us an Industry service. Copies available through BMM 



SPONSOR: U Constantin Associates AGENCY: Direct 
I IPS! II I ASE HISTORY: These Buitoni sales repre- 
sentatives utilized two-minute live demonstrations on the 
usages of their starch-reduced macaroni products. Among 
them, frozen stuffed lasagne. The Buitoni Tl tool: two 
early-afternoon shows, five participations weekly. After 
13 necks. Constantin Associates report sales figures way 
up with sales of frozen lasagne noticeably increased. 
Cost: under $200 weekly. 

w rVJ, Miami PROGRAM: Alec Gibson Show: 
Jackie's House 

SPONSOR: Southern Appliances AGENCY: Boettinger 1 

CU'sri.K CASK II1STOKA : Clyde McLean. WBTV's 
Weatherman, and his sponsor devised a contest uith a 
smoked turkey prize to stimulate viewer interest. The 
viewer coming closest at guessing the temperature at the 
Charlotte airport on 6 December would win. The ion test 
was mentioned three times on the Monday to Friday, 
(>:K) to 6:45 p.m. program. Cost: SI 12.50. In just three 
days, 5.606 letter and card entries came in. 

\\ BTV, Charlotte, N. C. PROGR \M: Weatherman 


results , 


SPONSOR: Duncan Coffee Co. AGENCY: Tracy-Locke 
CAPSULE CASE HISTORY: What's New, in addition to 
building up coffee sales, wins viewer goodwill by showing 
the latest products. Women's editor-m.c. Julie Benell dem- 
onstrates items, has gotten results like these with one-time 
mentions: 1 1) Lounging pajamas from a local store were 
demonstrated and 100 phone called orders resulted. (2) 
Demonstration of women's perfume which only men could 
buy ivas complete sell-out. Results for show's sponsor, a 
coffee company, are considered excellent as well by client. 

WFAA-TV. Dallas PROGRAM: What's New 



1 SPONSOR: R. M. Hollingshead Corp. AGENCY: Campbell- 

1 Mithun 

CAPSULE CASK HISTORY: Hollingshead wanted to give 
away 1,000 cans of Whiz Motor Rhythm, a carbon solvent 
added to gasoline. Purpose: to introduce the product to 
motorists viewing their show, and build brand identifica- 
tion. On two successive Thursdays, single announcements 
mentioned the Whiz giveaway in addition to the firm's 
other automotive products. With only these two brief 
announcements. 4.150 requests came in. Program into 
which these two announcements were inserted cost $900. 
WCAU-TV, Philadelphia PROGRAM: Crusade in the Pacific 

SPONSOR: National Biscuit Co. AGENCY: McCann-Erickson 
CAPSULE CASE HISTORY: A Nabisco announcement 
campaign for their new-type pack of Premium saltine 
crackers pulled strong in Richmond among other mar- 
kets. Scheduled were two night and one daytime an- 
nouncements weekly for some $200. TV aim: to increase 
consumer impact; aid trade merchandising. After the 
campaign ran for a brief period, IS'abisco's Richmond 
manager reported scores of customer comments to grocers 
on the TV pitch; sales up: and merchandising efforts 
enhanced by TV. 
WTVR, Richmond PROGRAM: Announcements 



SPONSOR: Levj Brothers, [nc AGENC5 ; Direci 
1 APS1 IK CASE HlsTOin ■ Levy regularly runs a one- 
minute announcement following the Howdy Doody Show 
to feature special sales or novelty items. On one $26.25 
announcement Levy featured Clarabell costumes to capi- 
talize on the Howdy Doody adjacency. This one-timer 
pulled in L80 costume sales at $2.29 per costume. The 
quick-sales total: $412.20. Levy Brothers report similar 
successes with other one announcement efforts. 

WSM-TV, Naahvffle PROGRAM: Announcement 

SPONSOR: Strauss Stores Corp. AGENCY : Product Services Inc. 
CAPSULE CASE HISTORY: Strauss Stores, as a test, 
introduced a powei drill kit through a two-minute com- 
mercial on its Saturday night wrestling show. Product's 
retail price: $26.95. Response was immediate with 300 
phone orders coming in: Strauss stores sales accounted 
for another 1.000 kits. Sales gross for the 1,300 kits: 
$35,035. Cost for the two-minute commercial: $500. 
\\ ABD, N. V PROGRAM: Wrestling from Chicago 


jsunday afternoons at two, time on WDEL-TV 
for the Wilmington, Delaware, Public School 
half-hour show, "School Report." Under the 
general supervision of John Hunt, Public Relations 
Director of the Wilmington Schools, the program 
content is kept pertinent and timely . . . aims 
to interpret present-day schools to the community, 
and to assist teachers to understand community 
needs and reactions. 

A recent "School Report" program in 
the 1951-52 series, a parent-teacher problem 
clinic, is pictured here. Parents dramatized some 
of the questions being asked about modern 
educational methods. A panel composed of six 
supervisors and teachers then explained and 
discussed the questions posed. 

"School Report" typifies the many public 
service telecasts carried by WDEL-TV in its 
continuing endeavor to serve its viewers and to 
help make its coverage area a better place in 
which to live. 



Represented by 

ROBERT MEEKER Associates Chicago 

San Francisco • New York . Los Angeles 

28 JANUARY 1952 












just sjARElii 6 -' 




u amir am... 

Couldn't tickets to radio and TV shows be sold to 
benefit charities like Red Cross, March of Dimes? 

I Advertising Director 


picked panel 
Mr. Mcsnik 

The suggestion 
that tickets for 
television and ra- 
dio performances 
be turned over 
for distribution 
at a price by the 
American Red 
Cross or some 
other worthy 
charitv was no 
doubt inspired by 
most generous motives. However, such 
a plan is not feasible for many reasons. 
First of all, each network or radio 
station assumes an obligation to its 
sponsors to exercise its best judgment 
in the distribution of tickets so that 
the greatest benefit will accrue to the 
sponsor of the program. This obliga- 
tion to the sponsor is so well recog- 
nized that not infrequently the sponsor 
himself assumes full responsibility for 
the distribution of tickets, leaving only 
a very small portion of such tickets 
for distribution by the network or ra- 
dio station. 

Secondly, a uniform rate for tickets 
does not reflect the value or demand 
for tickets to the various shows. Some 
lower rated shows might find them- 
selves without audiences, while The 
Big Show, The Texaco Star Theatre, 
and Your Show of Shows would be 

The purpose of having audience 
shows is not to provide a Roman holi- 
da\ for the populace. The provision 
of an audience is strictly business. 
Many programs require the inspiration 


derived from audience reaction. The 
fact that there are audiences for some 
programs enables the sponsor to use 
the supply of tickets to cultivate good 
will with his top customers, dealers, 
distributors, employees and other busi- 
ness associates. 

In the same manner the network or 
radio station utilizes a portion of its 
ticket supply to cultivate good will with 
clients and business prospects, as well 
as with affiliated stations, many of 
whom are represented each week in the 
audiences attending shows in Radio 
City. The display of our product — 
the shows themselves — is one of the 
finest promotional activities in which 
a network can engage. If successful the 
public interest is well served because 
the flow of programs is thus continued, 
and everybody benefits. 

There are many more effective ways 
for radio and television stations and 
networks to aid the Red Cross and oth- 
er charities. Volumes of testimony 
have been accumulated on that score. 
The aid which radio and television has 
given charity and governmental activi- 
ties has been worth many millions of 
dollars, according to the Advertising 
Council. A shining example is the way 
in which Milton Berle through his tele- 
vision marathon raised $1,127,211 for 
the Damon Runyon cancer fund with- 
in a 24-hour period last June. It 
would require the sale of 282,402 tick- 
ets at 250 apiece to reach the sum 
raised, or approximately 1,000 Milton 
Berle Tuesday night audiences. Or at 
40 performances a year, in 25 years 
charitv would realize as much from 
ticket sales as Milton Berle was able 
to raise in 24 hours. 

Radio and television will continue to 
do its part for worthy causes, but the 
sale of tickets is not the way in which 

. Seydel 

radio and television can render its 
most effective aid. 

Peter M. Tintle 

Manager, Guest Relations 


New York 

If it is within the 
law, I see no rea- 
son why charita- 
ble organizations 
should not han- 
dle the distribu- 
tion of TV and 
radio tickets, and 
realize the mon- 
ies therefrom. I 
have always 
maintained, how- 
ever, that studio audiences should be 
encouraged to attend only those shows 
in which an audience reaction is vital 
to the entertainment value of the show. 
There are many shows on the air today 
which use studio audiences unneces- 

Assuming, however, that there is to 
be an audience for a show, every at- 
tempt should be made to wisely dis- 
tribute tickets so that servicemen and 
women get first choice. And, if mon- 
ies are raised through ticket distribu- 
tion, such monies should be distribut- 
ed among the truly worthwhile charity 
groups, thus generating good will while 
assisting in a worthy cause. 

This, of course, raises the problem 
of which charities to include and which 
groups to exclude. Some sort of re- 
sponsible board would have to be set 
up to thoroughly investigate the mat- 
ter of disbursement of funds so that 
the more needy causes receive propor- 
tionately greater amounts. Donating 
such monies to charity, if legal, would 




>ii. I do 

\ K roR Si \ i'i i 
Radio-Tl Director 
inderson S, < nuns. 
\ ew ) ork 

I h e legitimate 
theatre has al- 
ways fell that the 
> n 1 \ entertain- 
ment of value 
both to the en- 
ertainers and to 
heii audiences 
was thai which 
was paid for. It 
seems eminently 
I qui 


thai some fee should be required foi 
entertainment which competes with 
other forms foi which admission is 

If. therefore, some fee i> charged to 
audiences at live radio and television 
performances, it is equall) fair thai 
this monej should go to the welfare 
funds of those unions whose members 
presenl the performances for the bene- 
fit of those performers and others in 
time of need. 

The Actors' Equit) Association en- 
dorses a i harge For admission to such 
programs with the provision that this 
mone) should he used for actors' wel- 

Loi is M. Simon 
Executive Secretary- 
Actors' Equity 
New York 

Naturally, any 
Step which would 
benefit worthy 
charities is desir- 
able. A nominal 
charge for radio 
and T\ shows 
should be accept- 
able t<> the stu- 
dio audiem e in 
return tm the en- 
tertainment the) 
receive, especial]) if the) know thai 
the monies raised would be going to 
help charitable organization-. 

One of the firsl considerations, how- 
ever, is to determine the legalit) of 
-'" li a charge. If it is legal, it is then 
necessary to determine whal effeel the 
■ barging ol even so nominal a rate as 
Please turn to page 76 I 

Here's the Show7frat 
Se//s tklacf/es/ 

New Orleans' Favorite 
Morning Show for Women 

Women's Club 



Never underestimate the power of "Women's Club" to 
influence the feminine audience. This mid-morning show 
—presided over by Joyce Smith— features guest person- 
alities, fashion and food hints, plus other items of interest 
in the world of women. It's the "perfect combination" 
for Spot Participation. 

Write, Wire 
or Phone Your 

28 JANUARY 1952 

it's still close to the first of the year 
and thus just about the right time for 
my annual tee-off on research. By re- 
search, I refer not to those deep (and 
valid) excursions into which manufac- 
turers delve to find new products, prod- 
uct improvements, and the secrets of 
an unwilling Nature and for which they 
maintain whole departments, buildings, 
and microscopes and even white coats 
I held in readiness when the ad man- 
ager wants to take pictures). I will 
talk, of course, about the endeavor of 
the same name but a far different meth- 
od — advertising research. 

Since I will restrict myself today to 
the topic of radio, let me offer a plea 
that "52 be the year when advertising 
research finally makes real progress on 
the following subjects. (A) The rela- 
tion of like and dislike to sales. (B) 
How much, if any, relevance there is in 
memory (recall, if you will l and sell- 
Big. (Cl Whether the repetitiveness of 
a spot campaign well created and well 
placed outweighs the impact-and-asso- 
ciation of a good program costing 
equal money. (D) Whether men would 
rather hear a woman's voice and wom- 
en, a man's as announcer. (E) How 
much better, or worse, it is to inte- 
grate a commercial cleverly in a pro- 
gram in contrast to causing it to stick 
out like a sore digit where it will sure- 
ly be noticed. (F) How much more, 
or less, effective a well-conceived musi- 
cal commercial is than (1) straight 
talk. (2) a disliked ditty, (3) a fa- 
miliar or p.d. tune in contrast to a 
catch) new one. (G) How much 
sounder it is to be conversational in an 
announcement, from both the writing 
and delivery viewpoint, than it is to 
shout — if at all. I H I How much radio 
actually ~u If. i ~ in contrast with televi- 
sion l»\ absence of the visual? Or how 
much more i in dollars, that is) the 
warmth of the human voice is worth 


over pictures and text-that-has-to-be- 
read in a magazine? 

l*ve got theories on all these, mind 
you, but there's as much chance of be- 
ing able to get factual justification for 
them. I'm afraid, as there is of seeing 
a station rep eating lunch alone. So, 
since most of us, as in Wonderland, 
have to run like hell to stay in the 
same place, I'll be doggoned if I'm 
going to do that running with a lot of 
pie charts and bar graphs strapped to 
my back. 

"Hooper, Nielsen 

Though I tote 'em 

Unless they climb 

I never quote 'em." 

Commercial Reviews 

The Flying Irishman 
Cavanaugh & Shaw — N.Y.C. 
Live announcements 

It took a non-scheduled air line to prove that 
radio can deliver retail sales with the immediacy 
and effectiveness of a daily newspaper. By us- 
ing straight live announcements, the Flying 
Irishman has probably made his plane facilities 
and prices as well known in the areas in which 
he broadcasts as any of the major air lines. 

Minus frills and, believe it or not, all gim- 
micks, including music, these announcements 
are as packed with sell and vital information 
as a commuter's timetable. Yet despite this, 
the copy is so lucidly conceived and delivered 
that it's easy to follow. The opening part of 
each announcement usually generalizes about 
the facilities the Flying Irishman offers with 
very little purple prose. The psychology of 
being as dependable as a scheduled air line is 
brought to the fore. This paragraph is then 
followed usually by prices and destinations. 

The copy I heard today ended with a most 
effective plug directed specifically to servicemen. 

I think that these announcements through 
the years have been perfect examples of how 
well straightforward copy can be done and what 
a tremendous effect it can have. From my little 
experience with air line advertising, I know that 
our air-borne friend from Erin has caused a 
certain amount of consternation in the ranks of 

the big boys as well as giving them cause to 
stop, look, and listen to his commercials and 
put some of the same punch into their own. 

acency: Television Adv. Assoc. — Balto. 
PROCRAM: Announcements 

Charles B. Kasher, recorded, talked longer 
than the guy who preceded Abraham Lincoln 
at Gettysburg and said a bit less. In a non- 
stop commercial that went over the 10-minute 
mark, the subject of reducing was discussed via 
a monologue from every angle — starting with 
humor (?) and proceeding to the remedy for 
obesity. Never since I strapped headphones 
across my pate to tune in to my father's super- 
heterodyne several decades back have I heard 
a lengthier discourse. 

Though I suppose only the last few minutes 
were actually charged up to commercial time, 
when Charlie got through, Rosalie Allen re- 
prised the Fastabs plug for a minute's worth 
more. This product is a little pill developed by 
the Army that takes away the pangs of appetite. 
In this case, having heard the announcement at 
around 1 1 p.m., it took away my appetite for 
consciousness, so I went to sleep. 

One sure leads a sheltered life in a large 
agency, sheltered by lawyers, doctors, and 
hemmed in by stations which set time-limits on 
the commercials they'll broadcast. Where've I 
been? (For full-length article on Charles B. 
Kasher's radio and TV operation, see page 28.) 


D'Arcy Advertising Co. 
program: Mario Lanza Show — NBC 

After watching two second-rate fighters swing 
at each other through eight rounds, a fitting 
climax to a dull evening of TV-ing, it was a 
rare pleasure to be able to hear the picture-less 
charm of the Coca-Cola radio show featuring 
Mario Lanza. 

In fact, it's often quite a relief not to have 
to glue your eyes to that small glass-fronted 
box, and when you get good music in return 
for shutting the infernal machine off, you are 
doubly rewarded. Which is why it's my bet 
that pleasant music will always be a drawing 
card on radio — long after TV has run radio 
drama and radio comedy, as we know it, pretty 
much into the ground. Commercially, Coca- 
Cola's approach is that of a leader who doesn't 
deign to get into the ring with competitors. 
No bounce, no energy story, no nothing up till 
the middle break which was a tone-poem of no 
more than 30 seconds plugging the drugstore 
soda fountain as a good port these stormy days 
plus a short plug for the Cokes on tap there. 
The closing announcement couldn't have run 
25 seconds and embarrassedly made the point 
that Coca-Cola was everywhere. 

For a package product of low cost and great 
frequency (of purchase) , Coca-Cola sure goes 
in the opposite direction of most advertisers. 
Since no one comes near the product in sales 
and few half hours on radio could be any 
more enjoyable than the Lanza stanza (espe- 
cially for TV-refugees such as I), I'd give 
'em A all around. 


( After 27 slap-happy Radio years. J 

Most disc jockeys are morons. 

The FCC isn't crazy! Amazingly enough, the Station 
best serving Public Interest becomes No. 1. 

Most large Advertising Agencies write very ????? 
air copy. Ditto small Agencies. 

Extra dry martinis taste extra good at 7:00 P.M. 
even in Wisconsin. 

Transcribed Syndicated Shows are mighty poor sub- 
stitutes for creative live programming. 

It takes a big experienced Staff to build and keep 
a big day-and-night audience against today's com- 

The average Station Manager should never have left 
his Blacksmith Shop! 




Wisconsin's most show -full station 

Green Bay 

HAYDN R. EVANS, Gen. Mgr. 
Represented By WEED & COMPANY 

5000 WATTS 

*«* w ** m " JT M A 


© W B A Y 

28 JANUARY 1952 

This SPONSOR department features capsuled reports c 
broadcast advertising significance culled from all seg- 
ments of the industry. Contributions are welcomed. 

Audio-Video features low 
eost. high fidelity serviee 

cut progra 

Programs on tape or disks can cut 
costs by two-thirds. This is an eco- 
nomic faci of life that has become 
known to many dollar-conscious adver- 
tisers. (See "The tape recorder: it is 
revolutionizing radio program," 8 Oc- 
tober 1951 sponsor, p. 32.) 

But. as important as cost, is the ad- 
vertiser-agency insistence upon high 
fidelity reproduction. Newest organiza- 
tion set up to meet their standards is 
Audio-Video Recording Company. Inc.. 
N. Y. 

Sample recording rates (from line, 
air. or studio) are, for one copy: \ \- 
hour or less. $9; V^-hour or less, $13; 
%-hour or less. $18; one-hour, $22.50. 

Audio-Video, at 730 Fifth Avenue. 
\. Y.. is under the direction of Charles 
E. Rynd. former ABC vice president, 
and Percy L. Deutsch. founder and for 
many years president of World Broad- 
casting Company. * • •* 

Ludtnan Corp. tcins friends 
with plug-free Xmas show 

You needn't be U.S. Steel or Good- 
year Tire & Rubber to air institutional 
programing. Take the case of the Lud- 
man Corporation of Opo Locka, Fla.. a 
small manufacturer who lias succeeded 


institutionally on the local level. The 
firm's goodwill offering: a six-hour 
taped presentation this past Christmas 
on WMBM, Miami. 

The program, Christmas Card, be- 
gan at 10:00 a.m., with the company 
deleting commercials to the point of 
casual mention of Ludman and its 
products; there were also season's 
greetings given by Ludman's president, 
Max Hoffman. The firm manufactures 
aluminum awning type windows. 

Then for the remainder of the six 
hours listeners were treated to enter- 
tainment by Bing Crosby, Lionel Bar- 
r\ more, Gregory Peck, Loretta Young, 
Leopold Stokowski. celebrities from the 
Metropolitan Opera. 

To assure peak listenership, these 
were the Ludman-WMBM pre-program 
plans: (1) More than 300 programs 
featuring plugs for Christmas Card 
were mailed out to supplement 200 air 
mentions three weeks prior to the 
broadcast. (2) A newspaper ad in the 
Christmas Eve edition of the local pa- 
per pictured the show's guest stars and 
tied in season's greetings with an invi- 
tation to be a listener-guest at show. 

That interest was definitely stimu- 
lated is shown by the station's estimate 
of over 500,000 listeners. And hun- 
dreds wrote or phoned in their appre- 
ciation of the program. Response to 
the show was so satisfying it will be 
sponsored by Ludman next Xmas. 

4.4 chapter dinner calls 
attention to AW1 successes 

Everything from baked beans to bus 
transportation was advertised success- 
fully on Southern California radio the 
past year. To highlight these successes. 
the top ones were described at a recent 
Radio Night dinner of the Southern 
California chapter of the AAAA. 

\l the affair, the SCBA briefed this 
account of products and stations: 

1. American Safety Razor sponsors 

Frank Goss News, Monday through 
Friday, 5:45 to 5:55 p.m., for Silver 
Star blades (Columbia Pacific net I . 
First 13 weeks brought strong sales in- 
creases with three wholesalers report- 
ing jumps of 17' i . 20' i . and 40%. 

2. B&M oven baked beans climbed 
from 56' < share of the market in the 
Los Angeles area in 1949-'50 to 73' i 
in 1950-'51 by adding only participa- 
tions on KFI's Burritt Wheeler Com- 

3. Hoffman Candy Company pur- 
chased the Frank Bull disk jockey show 
on KFWB, L. A., early in 1951 (Mon- 
day through Saturday, 7:00 to 7:15 
p.m.). Candy brand emphasized: Cup 
O'Gold bars. Within five months re- 
tail outlets increased 4.000; sales went 
from 24,000 bars weekly to 288,000; 
and the normal summer slump in can- 
dy was eliminated. Weekly campaign 
cost: $264. 

4. Kierulff & Company, with special 
participations on a KLAC sports show 
and a d.j. program, increased Motorola 
TV set sales to the point where they 
now rank first or second month after 

5. Santa Fe Continental Trailways 
allotted 22.6% of its budget to KNX. 
A ticket buyer survey showed radio re- 
sponsible for 37.1 'f of Trailways bus- 

These radio-stimulated businesses 
were backed by similar reports from 
other Southern California advertisers 
including General Mills (Sperry flour 
div) ; Slavick Jewelry Company; Pio- 
neer Savings & Loan Association; E. F. 
Hutton & Company, a brokerage house. 

ice cream makers realize 
136,197 sales on Dixie offer 

The Dixie Cup Company of Easton, 
Pa., picks up the entire $1,000 gross 
time and talent costs for its Tuesday 


afternoon half-hour. Junior Hi-Jinx, on 
WCAU-TV, Philadelphia (5:00 to 5:30 
p.m.). Yet, at announcement time, it 
shares the picture with 10 area ice 
cream manufacturers. That is, manu- 
facturers who use Dixie cups to pack- 
age their wares. Dixie's reasoning for 
giving away time is simple — upped ice 
cream sales mean increased Dixie cup 

Commercials show brand name cups, 
with youngsters getting a demonstra- 
tion on how to get and save Dixie cup 
lids. Prime example of how beautiful- 
ly this Dixie time "giveaway" works is 
shown by a one-time offer recently 
made. For nine Dixie cup lids, chil- 
dren could get a full-color eight by 10 
photo of a movie star. The returns 
numbered 15,133 and, for the 10 ice 
cream manufacturers, it meant 136,197 
ice cream sales. For Dixie it meant in- 
creased cup usage. 

A vital cog in the sales picture is 
Willie, a puppet character. Featured 
in the live commercials he's the crea- 
tion of Charles Vanda, vice president 
in charge of TV for the WCAU sta- 

Briefly . . . 

Robert Durham, general advertising 
manager, Metropolitan Life Insurance 
Company, was guest speaker at a re- 
cent spot radio clinic luncheon. Among 
those present: Murray Grabhorn, man- 


Rep, ad 

at spot meet 

aging director NARTSR; Fred Hague, 
George P. Hollingbery Company; Rus- 
sell Walker, John E. Pearson Compa- 
ny; Jerry C. Lyons, Weed & Company, 
shown chatting with Durham who is 
in the center of the group photo above. 

U. S. Junior Chamber of Commerce 

project of the month for December was 

the "Jaycee Christmas Shopping Tour 

(Please turn to page 68) 

28 JANUARY 1952 


Vice Pres. Gen'l Mgr. 
Associated Program Service 151 W. 46th, N. Y. 19 


We'll see you at — 

. . . Davenport, Iowa, on February 
22nd, when we address the Na- 
tional Federation of Sales Execu- 
tives at its annual conference for 
that region. Here Sales Managers 
in all fields gather to brush up on 
the other fellow's sales techniques. 
Our assignment: Make a 45-min- 
ute pitch for radio as you'd sell it 
to the Sales Manager of a busi- 
ness. If anybody cares, we'll have 
it taped and made available. Let 
us know, please. 
. . . Toronto, Ontario, on March 24-27, 
during the CAB Convention. Our task 
—to talk on "How To Sell Blue Sky" 
at the Toronto Ad Club on the 25th. 
. . . New Rochelle, New York, on Febru- 
ary 19th at the Men's Brotherhood of 
the Presbyterian Church. Assignment: 
discuss radio for this lay audience . . . 
its position in the community's eco- 
nomic and social life; answer questions 
like, "Why all those commercials?" . . . 
"Why not more high-toned programs?" 
. . . "How long before TV snows radio 

. . . Chicago, Illinois, March 30-April 2 
for NARTB's Convention at the Conrad 
Hilton. Big surprises there for APS 
subscribers — and if you're not an APS 
user, do nothing 'till you see us in Chi- 

APS Calendar 

As usual, biggest flood of fan mail in 
response to our APS promotion is 
blanketing our desks now in response to 
the mailing of our 1952 Radio Station 
Merchandising and Programming cal- 
endar. We tried to send one to every 
station . . . but a flock of requests from 
our subscribers for extras may reduce 
total supplies. If you haven't received 
yours . . . write today. 

The 1952 Calendar is a four- 
part job. We've sent January- 
March data and April-June sheets 
are in the works now. Working 

this way, we'll always have the 
very latest info for users, since 
most ordinary calendars are put 
together during the preceding 

To all of you who said "thanks" so 
enthusiastically, we say "you're wel- 
come." Our favorite kind of business 
good-will is the kind we get from a 
service to the industry, and many of the 
new APS stations of 1951 joined us just 
because they wanted to expose them- 
selves to our kind of promotional think- 
ing. The calendar reflects our attitude 
perfectly . . . think ahead, think about 
that sales dollar, think about better pro- 
gramming and always think about the 
broadcaster first! 

In one way or another . . . with the 
full APS basic or with one of those ex- 
citing small specialized libraries (now 
both VERTICAL and LATERAL) . . . 
we can serve 'most every one of you. 
As the Gold Medal folks used to say 
so convincingly: "Eventually — why not 

Lateral! Lateral! Lateral! 

Just in case you didn't know, 
we're releasing two of our most 
popular small libraries in LAT- 
ERAL form from now on. They're 
the COMMERCIAL (Mitch's sales 
meetings plus retailer lead-ins) at 
$22.50 monthly and the PRO- 
themes, moods, fanfares, etc.) at 
$19.50. Now you can get a taste 
of APS without even making an 
equipment change. 
Sick Puppies 

Automobiles — new and used — and TV 
sets are the season's "dogs" in the re- 
tail field. Despite curtailed production 
and threat of even worse shortages to 
come, buyers just aren't moving. That 
makes dealers in these fields prime 
prospects. The station salesman who can 
come up with a solid idea in either cate- 
gory is shooting at a high prize. Why 
not give it a big try? 






Jack Rubenstein, genial owner of the 
Rochester Sample Shoe Store in Syra- 
cuse, says, "These youngsters aren't 
the only friends I've made for my 
business since I've been on WHEN 
television. The volume in all depart- 
ments — children's, men's and wom- 
en's, has increased 28% a> a result 
of my WHEN television advertising." 











Bill Lewis 

President, Kenyon & Eclchardt, Inc. 

Although most people think of Bill Lewis as a "radio man," he 
had a pretty solid copy background before he got his feet wet in a 
kilocycle career. In fact, copy got him into advertising. Bill was 
heading for an engineer's degree until he became interest in advertis- 
ing while typing a sales newsletter that his dad published. 

After graduation from the University of Missouri, Bill did a stint 
with J. Walter Thompson in New York, was a copy chief for several 
agencies, and was free-lancing when a letter to Bill Paley won him 
the job of commercial program director at CBS. 

During the war, Bill coordinated all domestic radio activities in the 
Washington Office of War Information. In this slot his name appeared 
in so many trade magazine headlines that he was flooded with offers 
when the word got out that he was coming back to New York. 

Dwight Mills, then executive v.p. of Kenyon & Eckhardt, jumped 
the pack with a personal trip to Washington and Bill was soon vice 
president in charge of radio and member of the plans board of K & E. 
He was elected president in September 1951 when Dwight Mills ad- 
vanced to chairman of the executive committee. 

Today, with such highly rated (but costly) shows as All Star 
Revue (NBC), Toast of the Town (CBS) on TV and that multi-mil- 
lion dollar package of gossip named Walter Winchell on radio 
(ABC) , Bill Lewis is fully alert to the swiftly rising cost spiral of TV. 

"We've never separated the radio and TV departments at K & E 
and we don't expect to. No matter what people say, TV is not a 
national advertising medium and must be used as a team with radio 
in order to adequately cover the distribution patterns of our clients. 

"Take Lincoln-Mercury for example. When the new models come 
out shortly, our dealers throughout the country are going to demand 
a heavy spot radio campaign, not only in non-TV areas, but to sup- 
plement TV in the 63 markets which now have that medium. 

"So far, TV has demonstrated greater impact than any other 
medium. But TV will have to match radio's coverage, and at a cost 
not too much higher than radio's. If it is too costly, advertisers may 
be forced out, or at least have to reduce frequency to a semi-monthly, 
monthly, or seasonal basis." 

With Kenyon & Eckhardt moving into the $40-45 million class in 
billings, Bill Lewis hopes to be able to maintain or increase the rate 
of growth. With his wife (whom he describes as the greatest thing 
that ever happened to him) to inspire him, alert agency people ex- 
pect Bill Lewis to guide K & E into the top bracket in short order. 


Cigarettes or catsup, the way to sell in inland California and* 
western Nevada is ... on the BEELINE ! It's the five-station 
radio combination that gives you 

THE MOST LISTENERS More than any competitive combination 
of local stations . . . more than the 2 leading San Francisco stations 
and the 3 leading Los Angeles stations combined. 

(BMB State Area Report) 

LOWEST COST PER THOUSAND More audience plus favor- 
able Beeline combination rates naturally means lowest cost per 

thousand listeners. (BMB and Standard Rate & Data) 

Ask Raymer for the full story on this 3-billion-dollar market — 
inland California and western Nevada. 

McClatchy Broadcasting Company 

Paul H. Raymer, National Representative 
nland California's 3 Leading Papers 

IJ Bakersfield (CBS) Stockton (ABC) Fresno (NBC) 
,000 wafts, 1,000 watts 1410 kc. 250 watts 1230 kc. 5,000 watts 580 k 
light 630 kc. ^ 


amento, California 

Affiliated with In 







Reno (NBC 

SO ooo 


530 kc. 

5.000 watts, day; 1, 

A million people listen to the Beeline every day 

28 JANUARY 1952 


of following 


□ Radio Basics 

□ If hat Radio Should Know About 
Selling Retailers 

□ Why Sponsors Are Returning to 

□ Hoiv to "Sell" a Candidate 

□ Hoiv to Win With Juan (Spanish 
language markets) 

□ New Network Merchandising 
Era Here 

□ How Sponsors Profit With 

□ Hofstra Study #2 

□ How to Blend Film Commercial 

Cost: 25c each; 15c in quantities 
of twenty- five or more; 

Wc each in quantities of 100 or 

Please check quantities of reprints desired in 
box next to reprint titles. Fill in coupon and 
mail complete announcement. Do not clip coupon 

What's New in Research? 


\ 510 Madison Ave., Ne 

■ Please send me reprint 

■ me later. 

v York 22, N. 

*— j 



■ FIRM | 





What type of commercial is remembered best, believed most? 














A straight commercial on radio may be better-remembered, but the claims on an 
integrated or semi-integrated message stand a better chance of being believed, 
according to chart above released here for the first time. The result of a 
Schwerin Research Corporation study of a top comedy show sponsored by a 
manufacturer of beauty preparations, this pattern, says Schwerin, is a valid 
one. However, it is pointed out, there are instances where it will not work. 

Top 15 net TV programs by alternative concepts of circulation, Oct. 7957 





24,000 ( 1 ) 





1580 (1) 5340 





6,600 (2) 





1140 (15) 2120 





4,600 (6) 





960 (8) 2790 





3,600 (4) 








46 ! 


3,300 (5) 










2,100 (10) 

4 160 









2,000 (3) 










1,800 ( 1 2 f 










1,500 (II) 





720 (13) 2263 





3,700 (7) 





950 (5) 3140 





13,000 (9) 





810 (7) 2940 








(3) 3770 








3 540 


11,500 (8) 






10,800 (14) 





730 (10) 2490 




(12) 2290 





4 320 







760 (2) 3920 







nple, the World Series is 

(4) 3340 


2th place wil 

o number 

(6) 3100 


of women reached; but is third place 

(9) 2790 



Jay & Graham Research, Inc. ) 

(II) 2340 
(14) 2130 

•': The 

cfwrt at 

left s 

urn s 

the results of 




study : a two- week 

mrvey (11-24 October 

\ Criteria of effectiveness M 

3 dia respondents cit 

i : 1951) made 

by WJMO, Cleveland, 


Papers i on 

he c 


r ad 

the radio vs. 

\ 1. Aware of client 

'• 2. Aware of new locatio 







of an automo- 

: 3. Were immediate prosr. 




bile dealer. S 



times as much 

: 4. Aware of medium 

: 5. Felt impact of advert 

• 6. Sales 





: money 
: \ three) 

was spent in newspapers 
as on radio (WJMO), the 

• 7. Out-of-town prospects 



newspaper rt 


were divided by 

; Source: Central Chevrolet 
: Survey, by WJMO, 

Par 1 


o- Newspaper 

: four in 


r to 


equal results 



r sp 

•nt it 

each atl medium. 


THE <>I:OK4p1A purchase 




10,000w 940kc 




5000 w 1290kc 


the TRIO offers advertisers at one low cost: 

• concentrated coverage • merchandising assistance • 
listener loyalty built by local programming • dealer loyalties 

represented I 
individually and |tHE KATZ AGENCY, INC. 

ns a group by I 


The story behind the first 8,000 pages 

wwm minim ..i!iiiii.ii!'i 

W E were showing the station manager from San Francisco around our 
shop. After a while he said, 

"You boys are muffing your opportunities." 

"How's that?" we asked. 

"I've aways liked SPONSOR," said the man from Frisco, "but you've 
done a lousy job of keeping me posted on your progress. Why wasn't J 
told before about your Readers' Service Department — or your emphasis 
on home subscriptions — or your increase in personnel? Don't you think 
Vm interested in your reprint service or your 1952 philosophy of putting 
out a broadcast advertising trade paper? You fellows have gone a long 
ways in five or six years. Why don't you tell what's happening?" 

Down to basics: Some 8,000 pages have been put to 
bed by SPONSOR since November, 1946. In tune with 
our pinpointed editorial objective, they've been beamed 
virtually 100 ^v at sponsors, prospective sponsors, and 
their advertising agencies. Advertising pages in 1951 
averaged about 105 monthly, a 33 r '< increase over 
1950. These were matched by a like number of edi- 
torial pages. Full-time personnel (excluding printing 
personnel) jumped from 6 in 1946 lo 25 in 1952. Full- 
time branch offices are maintained in Chicago and 
Los Angeles. The New York office occupies two floors 
(3rd and 5th) at 510 Madison plumb in the middle 
of Manhattan's advertising industry. Paid circulation 
(at the high rate of $8 for 26 issues yearly) represents 
nearly 70' 1 of all copies printed; we plan to increase 

the press run to 10,000 in 1952. A library for sub- 
scribers is being installed on the 5th floor of our New 
York headquarters. % Readers' Service is now a full- 
fledged, full-time operation serving many of the biggest 
agency and national advertiser firms every day. 

Editorial concepts: The highly pictorial, easy-to-read, 
facts-and-figures formula that SPONSOR unveiled in 
1946 has made its imprint on most other advertising 
trade papers. Today we are more pictorial than ever. 
We adhere rigidly to a policy of writing every word 
of editorial content for the benefit of radio and TV 
buyers. We allow no puff-stuff, protect this policy by 
staff-researching and staff-writing every article and de- 
partment. Sponsor experience stories are basic, but 

additionally a single issue will contain interpretive ar- 
ticles on programing, research, merchandising, costs, 
current problems, buying tips — covering both radio 
and TV. As many as 12 departments supplement the 
seven or more interpretive articles highlighting each 

What about merchandising: Editing a top-notch trade 
paper is only 50% of the job. The other 50' < is in- 
ducing busy executives to read it. SPONSOR achieves 
this by putting a heavy effort on mass and selective 
merchandising. Merchandising cards highlighting each 
issue, individual notices about articles, paid space in 
newspapers and trade papers, reception room copies, 
newsstand distribution are all part of our merchandis- 
ing strategy. Home readership (which we consider far 
weightier than office readership) is another goal. 
Readers' Service, which in 1951 handled 105 % more 
inquiries than in 1950, is a vital element in merchan- 
dising; phone calls, letters, and wires (about 80 ft 
from advertising agencies and national advertisers I 
are answered with dispatch by a Readers' Service spe- 
cialist. Reprints, too, help merchandise the magazine 
and build readership; reprint requests in 1951 were 
240% ahead of 1950. 

Circulation statistics : In keeping with SPONSOR'S edi- 
torial direction, most of its circulation goes to na- 
tional advertisers, regional advertisers, and advertis- 
ing agencies. Among agencies placing 90% of national 
spot and network business (both radio and television) 
SPONSOR averages about 16 paid subscriptions — 
every one to a broadcast-minded reader. Some agen- 
cies have 40 or more subscriptions. Our press run is 
still under 8500, but in contrast with earlier days of 
controlled circulation this is nearly 70% paid — and the 

press run may soon go up to 10,000 if subscriptions 
($8 per year) keep mounting at the present rate. The 
latest breakdown shows: 

Sponsors and prospective sponsors 3316 39% 

Account executives, timebuyers, radio 

and TV directors, etc. 2634 31 

Radio and TV station executives ... 1738 22 

Miscellaneous 702 8 

8390 100% 
Paid-subscriber Analysis 

Advertisers Advertising Agencies 

Presidents 9% Presidents 18% 

Vice presidents 16 Vice presidents and 

Ad managers, radio account men __ 26 

and TV managers 65 Timebuyers, media, 

Others 10 radio/TV men ... 42 

100% Others 14 


Our pledge: We're doing a good job, we think, but we 
can do better. You can look to SPONSOR for steady 
improvement, for courageous trade paper journalism, 
for ever-increasing service to advertisers and prospec- 
tive advertisers, for progressive merchandising. We 
pledge our 100% loyalty to radio and TV — the most 
productive advertising media the world has ever 
known. Our keynote for 1952 (and the years to come) 
is a better use service for broadcast advertisers and a 
better advertising medium for broadcasters. 


the | USE | magazine 

of radio and 
television advertising 

9k 7et*e *%aute. Indiana: 

'We get nothing but If/FBM-TV" 

Says GEORGE OLTEAN, Owner-Manager 
819 Wabash Avenue 
Terre Haute, Indiana 



who watch TV say there's one station everybody watches 
in their populous city, that station's a good bet for any 
advertiser! In Terre Haute, and West Terre Haute (ap- 
proximately 70,000 population), the TV station is 
WFBM-TV— just as it is throughout all of Vigo County 
and its neighboring counties in Indiana and Illinois — far 
as they are from Indianapolis. 

In Vigo County, Indiana, at least 2000 TV sets are 
installed, and thousands of others outside WFBM-TV's 
60-mile radius are tuned to Indiana's First Station regu- 
larly. Televiewers in city homes and commercial estab- 
lishments, and on the farms of this big area, are high- 

U WFBM-TV, Indianapolis 

is the only station we 


can get consistently" 


Says MRS. D. C. PELTON ♦ 

132 South 25th Street jK 
Terre Haute, Indiana 


e who sell TV and those 


income, product-buying prospects well worth cultivating 
Set your sights on this big bonus market, where not onl 
the 192,500* TV sets in Indianapolis and its 60-mil 
area are tuned to this station, but also those of addi 
tional thousands of buyers in a broad fringe area ar 
set on Channel 6. 

'Source: BROADCASTING-TELECASTING, January 21, 1952 

WFBM Radio Is First in Listening, Too! 

• First in the morning! • First in the afternoon! 

• and a Great Big First at Night! 50% more lis- 
teners at night than any other Indianapolis station. 

« Hooper Rating-,, February through Apr, I, 1951. 

'pOut in Indiana 

(?£a*utel 6, r )*tdia*taficti4> 



REPORT TO SPONSORS for 28 January 1952 

(Continued from page 2) 

Lewyt to spend $100,000 on AM, TV 
locally for its vacuum cleaners 

Lewyt Corp., manufacturers of Lewyt Vacuum cleaner, 
will spend $100,000 on radio and TV in next 6 
m onths , mainly placed locally through its 75 dis- 
tributors in major buying areas. Company is riding 
high, with sales increase of 40% during 1951 com- 
pared with drop in rest of industry of 22%. 

New reducing machine testing radio, 
may have TV plans 

Relaxacizor, new reducing machine, is t esting radio , 
signed 15 January for 13 weeks on "Breakfast with 
Dorothy and Dick," W0R, New York. Agency, William 
Warren, Jackson & Delaney, reports " fabulous" r e- 
sponse already , hints at plan s for TV in near fu- 
ture. Machine retails for $120. 

Reducing chewing gum on air 
in 5 cities, selling fast 

Another new product designed to pare milady's sil- 
houette is trying air advertising. Korex Reducing 
Chewing Gum, sold by Afco Sales Corp. of Jersey 
City, has been using transcribed announcements in 5 
cities (Savannah, Atlanta, Saginaw, Wheeling, Wash- 
ington, D.C. since 10 December. Selling by mail 
order only, firm's sales have been doubling every 
other week since s t art of campaign. Korex 30-day 
supply costs $2.98. 

Radio since 1937 pays off 
for American School 

American School is now spending $16 7,000 for radio , 
including Gabriel Heatter over 300 Mutual stations 
(since last October) and 15-minute musical programs 
via spot radio. School, said to be largest of cor- 
respondence institutions, first went on air in 1937, 
has found it pays off ever since. 

Nu-Pax intensifying New York-area campaign, 
may widen distribution to other markets soon 

Nu-Pax, non-habit-forming sedative of Somnyl Phar- 
macal Corp., will have $150,000-200,000 radio-TV 
budget in 1952, is intensifying New York-area cam- 
paign. Agency, Emil Mogul, reports plans in works 
for widening distribution to other markets. Radio- 
TV sponsorship in New York is backed up by transpor- 
tation and newspaper advertising based on endorse- 
ments by sponsored talent. One of most interesting 
buys of 11 shows Nu-Pax has in New York is WNBT 
"Mary Kay's Nightcap." This is 5-minute station 
sign-off stanza which demonstrated such strong 
mail-pull it earned sponsorship. 







Sales-winning radio 
schedules for the Great 
Southwest just naturally 
include this pair of top- 
producing CBS Radio 
Stations. Results prove 
this! Write, wire or phone 
our representatives now 
for availabilities and 
rates ! 

National Representatives 


28 JANUARY 1952 


{Continued from page 29 I 

Bger, \\ halen's Drug Stores: "The de- 
mand for the Charles Antell hair prod- 
ucts was one of the sales miracles of 
1951. It was really amazing, the num- 
ber of people who came into our stores 
asking only for the shampoo and hair 
cream. And in just about every case, 
thev'd mention the pitch on radio and 

Tobin Hechkoff, manager, toiletries 
division, B. Altman's Department 
Store: "Sales of the Antell products 
have been extremely good — especially 
before Christmas. We mentioned the 
products in our newspaper ads, but the 
radio and TV pitchmen seemed to be 
highly effective. People would mention 
the shows often when they made their 

Sam* Ross, pharmacist. 20 Columbus 
Wenue, Manhattan: "The requests for 
the Antell products were especialh. ter- 
rific when they were still being sold 1>\ 
mail-order. Lots of people would ask 
for the products after seeing the radio 
and TV shows, but we sorrowfully had 
to tell them we hadn't got distribution 
yet. Distribution has improved now, 
and the products are selling niceh . M\ 
opinion is that, if the advertiser keeps 
plugging away on radio and TV, it'll 
be the No. 1 seller by this coming 
June. People buy more hair prepara- 
tions in the summer." 

Although Kasher uses razzle-dazzle 
humor in his radio and TV copy, he is 
far from being a razzle-dazzler per- 
sonally. At 39, he is an urbane, gra- 
cious bachelor of considerable intellec- 
tual charm, who has an apartment in 
Greenwich Village, Manhattan, and 

7 — h\ 



The large 41 county area 
surrounding HANNIBAL, 

IOWA.. that's Hannibaland. 

The June, 1951 Conlan 

Study of Listening Habits 

proves that KHMO is 

again the most listened 

to station in the 41 
county, tri-state market 
urrounding Hannibal, Mo., Quincy, 111., and Keokuk, Iowa. 
240,470 radio families live within this rich area and 

they have money to buy your products. To sell them. 
v the station they listen to most . . . buy KHMO. 
Write, wire or phone KHMO or Pearson today for proof. 


John E. Pearson Company 

Mutual Network 
Hannibal, Missouri 

5000 watts day • 1000 watts at night 

dotes on classical music. He still looks 
back fondly on his first job. at the age 
of 18. when for $75 a week he dem- 
onstrated the virtues of egg shampoo 
for the hair. 

Yet despite his deceptively casual 
manner, he is something of a dynamo. 
He serves simultaneously as president 
and advertising strategist of his two 
companies, and account supervisor, 
timebuyer, and copy writer of his ad- 
vertising agency, Television Advertis- 
ing Associates. Michael Davidson, for- 

"Radio hasn't even reached its peak 
in volume in listening or in income. 
All it needs to do is develop faith on 
the part of people who make their liv- 
ing in radio or who spend their money 
in it." 

mer publicity director of Hirshon-Gar- 
field, is ad manager for Antell. 

However, Kasher stoutly insists Tel- 
evision Advertising Associates is not a 
house agency. "It's just that it's a 
small ad agency that grew up with us," 
he says. "It handles other clients be- 
sides us." 

Kasher's two companies have mush- 
roomed up at a fantastic pace — they 
are both 18 months old. Yet thev are 
not fly-by-night outfits. 

"J was selling various products up in 
Canada," Kasher recalls, "when I got 
a call from Baltimore from my two 
dear friends, Jack and Leonard Rosen, 
well-known businessmen. From our 
talks, I decided to head up the devel- 
opment of the companies, and they 
would provide financing. The formulas 
for our products were devised by Dr. 
Harry Levin, research chemist. And 
the supply came from Ronald Research 
Laboratories, in which we have a finan- 
cial interest. 

"We got the brand name 'Charles 
Antell' by using my first name, and my 
mothers maiden name," says Kasher 
proudly. "And National Health Aids 
seemed like a natural. The Antell prod- 
ucts are now being sold over the coun- 
ter in Philadelphia, New York, Detroit, 
Washington. Chicago, Toledo, Grand 
Rapids, Cleveland, and an increasing 
number of smaller cities. By the end 
of the year 1952, we expect complete 
national distribution on a city-by-city 

On the company executive level, 
Kasher is aided by his vice presidents, 


. . . with heartiest thanks to 
the local, regional and national 
advertisers who have made 
possible our 25th anniversary 
celebration and who have made it 

possible for us to furnish our 
listeners with the finest radio 

With 25 years of successful 
service to advertisers and the 
public, we are dedicating 
ourselves to continued leadership 
in San Antonio's radio market 
for music and news programming. 


5000 watts 

860 kc 


Fannin 5171 • TWX-SA-49 


Represented Nationally by 

28 JANUARY 1952 











WAVE -TV of course has 
excellent reception in metro- 
politan Louisville. So does 
Station B. WAVE -TVs 
PLUS is that in outlying 
areas, 61.3% of all TV 
homes "get" WAVE -TV 
far more clearly than Station 
B. Ask for the positive proof! 




Exclusive National Representatives 

Jack and Leonard Rosen. And on the 
ad agenc) level, he is aided by Melvin 
Rubin, president of the agency, with 
headquarters in Baltimore; Albert 
Drolich, account executive; and Henry 
Hoffman, who helps map out commer- 

Interestingly, Kasher not only wrote 
his companies' first air commercial, but 
he also delivered it. It happened in 
the summer of 1950, when at a cost of 
$275, he spoke for 28 1 /-> minutes on 
WMAR-TV. Baltimore. As a result, 
he was bombarded with more than 300 

"That only confirmed my hunch that 
air advertising was for us," Kasher re- 
calls. "Since then, we've found that 
radio and TV are equally effective for 
putting over our sales demonstrations. 
The only difference is that in one you 
emphasize visual demonstration, in the 
other aural demonstration." 

Kasher bitterly resents the criticism 
that his 15-minute and 30-minute pro- 
grams are nothing but one long com- 

"Our shows do not overlap the com- 
mercial time allotted to us at all," he 
says. "It's just that our air demonstra- 
tors kid around on related subjects. 
When John Crosby once made the ac- 
cusation we used just one long com- 
mercial, we were swamped with over 
500 letters from listeners defending 
our shows. They felt we were giving 
them legitimate entertainment and in- 

Kasher himself no longer gives an 
air performance. He uses three bushy- 
haired salesmen — Richard Lewellen, 
Dave Kline, and Sid Hassman — whom 
he knew long before as expert store 
demonstrators. Their programs bear 
such punning titles as Hair-Raising 
Tale, Pin-up Wife, and Stop, Look and 

Kasher, however, still writes and su- 
pervises the shows. He strives for an 
informal, kidding, ad lib flavor, as wit- 
ness this typical introduction in a 15- 
minute radio script: 

"Ladies and gentlemen, I have what 
is probably the oddest job in the world. 
My job is to make people laugh, and 
yet I'm not a comedian. A comedian 
is a man who makes you laugh at him. 
My job is to make you laugh at you. 

"The reason my job is easy is that 
ever) vcar we pet funnier and funnier. 
Let me give you an idea what I mean. 
When I was a young fellow, I was al- 
ways told that the wise men said that 
we should practice the golden rule — 

Do unto others as you would have them 
do unto you. Nowadays we don't have 
many wise men — we sure have a lot of 
wise guys — their golden rule is, 'Do 
others before they do you' . . ." 

After joking about the 500,000 bald 
women and 10.000,000 bald men in 
the nation, the demonstrator is apt to 
try an experiment. He takes three 
pieces of ordinary scratch paper and a 
bowl of water. He places nothing on 
the first sheet of paper; just dips it 
into the water to show how sopping 
wet it gets. On the second sheet, he 
places mineral oil; when dipped, the 
paper is stained and the water runs off. 
On the third, he places lanolin of the 
type contained in Antell's hair cream; 
when dipped in water, the paper curls. 

"You see the same thing happen to 
the paper," says the demonstrator, 
"that happens to the sheep on a damp 
day, that happens to the girls when 
they set their hair with lanolin and add 
moisture the way I've shown you. 
There is a natural curl that no amount 
of pulling or tugging can take out, 
ladies and gentlemen. . . ." 

The pitch for National Health Aids 
Complex stresses, half-jokingly, how 
our over-civilized customs have robbed 
us of the full vitamin and mineral con- 
tent of our food. "We live on a diet of 
food," harangues the demonstrator, 
"that has been boiled, broiled, fried, 
roasted, toasted, baked, burned, 
steamed, stewed, mashed, smashed, in- 
cinerated, cremated, and embalmed. . . . 
They take the vitamins and minerals 
from your grain; they put it in feed 
for your hogs and your cattle. And 
that's why the pigs that your farmers 
raise are healthy and win blue ribbons, 
and the children that the farmers raise 
wind up with rheumatism, high-blood 
pressure, diabetes, one foot in the 
grave, and the other on a banana peel." 

Kasher's timebuying formula is fair- 
ly simple. "When we enter a market," 
he says, "we saturate it. Every station, 
regardless of the power, is good for us. 
In New York, for example, WOR, 


niNcm-th-. wants a woman with a basic knowledge 
ot advertising, hefwi on 24 and 35: collcqc qradu- 

tion. media analysis, survey, etc. 

To work with export manager In the formulation of 

advertising plans for forrlon countries and follow 

through In their execution. 

Please, write fully giving age. experience, salary 


'n Shoulders - 

33.7% Above Station B 
673% Above Station C 
125.4% Above Station D 


28 JANUARY 1952 

•Total rated time periods, thare of 
Radio Audience Index. Hooper Radio Audience Index 
Report, October 1951. 

NBC and TQN on the Gulf Coast 
JACK HARRIS, General Manager 
Represented Nationally by 

WMGM, WOV, W.l/ all have done 
good jobs for us. We pay regular 
rates, and they like our business. Our 
onlv problem has been distribution. 
Before campaigning in a major city, 
wo advise local retail outlets. But many 
don't stock up enough, skeptical that 
our radio and TV advertising won't 
move all the goods that we say it will. 
As a consequence, they get flooded 
with orders, and haven't enough to fill 
the demand. Happily, we're gradually 
improving our distribution." 

Kasher is a devout believer in mer- 
chandising. His display manager, Syl- 
van Abrams, distributes point-of-sale 

cards, streamers, window displays, and 
post cards of the type sent out to cus- 
tomers by Carson Pirie Scott & Com- 
pany, Chicago. The posters headline 
the twin phrase: "A riot on RADIO! 
Terrific on TV!" 

All looks hunky-dory in Kasher's 
broadcast advertising future. "As we 
extend our market," he says, "we in- 
tend experimenting with other types of 
programing, both on a local and na- 
tional scale. Right now, I'm shopping 
around for both a radio and TV net- 
work show. Believe me. I'm in busi- 
ness to stay." 

Kasher particularly will seek fresh 


V*** GY\S\ 

There's an extra puneh in your 
advertising dollar on WDBJ! To 
demonstrate, look at these Promo- 
tion figures for the Fall Campaign 
(Oct. 14-Dee. 31): 

Newspaper Ad Lineage 25,746 

Newspaper Publicity Lineage 5,070 

Announcements and Trailers 2,505 

Downtown Display Windows 13 

Plus '-Drug Briefs" and "Grocery Briefs" 
monthly to the drug and grocery retail- 
ers, dealer cards, letters, and miscellane- 
ous services on specific special occasions! 

For further information 
Write WDBJ or Ask FREE & PETERS! 



FREE & PETERS. INC.. National Reprt 

advertising to help exploit two new- 
products that he may put on the mar- 
ket this year. One is a new hair sham- 
poo, unlike the present Antell one, 
which he predicts '"will carry the coun- 
try by storm." The other, to be man- 
ufactured by National Health Aids, is 
a new type of weight-reducing patent 

Like Toni and Tintair, the Antell 
hair preparations and the National 
Health Aids Complex all seem to have 
adopted a uniform sales success formu- 
la, which other retail drug advertisers 
might well emulate. Briefly, it's this: 
If you want to launch a new drug 
store item, excite and inform the pub- 
lic with a saturation, razzle-dazzle ra- 
dio and TV campaign, and follow 
through with sledge-hammer merchan- 
dising and promotion. At the same 
time, don't go overboard. Remember 
what happened to Senator Dudley J. 
Le Blanc's medicine show. Despite all 
the whoop-de-doo, his Hadacol went 
bankrupt. * * * 


[Continued from page 33) 

KFI, KNX, KECA rates on the early- 
morning show were at bargain prices. 
A quarter-hour of the show could be 
bought, each day, for as little as $12. 
Old Gold bought, in January 1951. 

The cigarette firm hasn't regretted 
its purchase of the program segment 
on the California "suburban" sta- 
tion, a 1,000-watt MBS and Don Lee 
affiliate. With modest understatement, 
the agency now admits that the show- 
has since caused a "noticeable increase 
in Old Gold sales," and recently re- 
newed its 6:30 to 6:45 a.m. portion of 
The Spanish Hour, for a solid 52 
weeks. Inspired by this success, Old 
Gold is inquiring into other Spanish- 
language shows in other markets. 

True, the added sales created by Old 
Gold's Spanish-language commercials 
among the early-rising fruit workers 
and cannery employees of Orange 
County are never likely to boost "Old 
Gold's national sales rank. But, the 
kind of sales strides made by Old Gold 
in the very shadow of the huge Los 
Angeles air outlets can quick!) add up. 
if carried through in other commttni- 

No isolated case, the kind of job 
done by Santa Ana's community-serv- 
ing KVOE is typical of what many of 
these small stations, nestling close to 



James E. Bennett 
2909 Burnette Street, Vallejo, California 

People . . . viewers . . . your po- 
tential customers . . . write inter- 
esting letters to KPIX; interesting 
because so many of them reflect 
the feeling of belonging which 
they feel. 

Mr. Bennett's is one of those many. "I feel," he writes further, "as 
though I am a part of the wonderful KPIX organization that brought 
the miracle of Television to the Bay Area." 

And that's a pretty wonderful way to have your viewers feel, quite 
apart from the fact that the extent of this feeling among thousands 
of San Francisco Bay Area homes represents a loyalty that has a 
special sponsor-value. 

San Francisco's Pioneer Station 





Represented by 

28 JANUARY 1952 





looking for 

position with 



or client 



hair tonic 

proprietary drugs 


motor oil 

many other 



10 years in advertising agencies 

Age 34 — Married, Two Children 

Contact Potential — 

Experience, good appearance, 

mixes well, 

speaks and 

thinks on his feet 

Good basic planning man 

Resume for appointment 

upon request 

BOX 00 

510 Madison Ave., N. Y. 

metropolitan centers, can do. The pat- 
tern is being repeated for judicious ad- 
vertisers in areas like New York City, 
Chicago, San Francisco, Houston, Seat- 
tle, St. Louis, and other key markets, 
where the nearby "community" station 
often stacks up well against the "big 
city" outlets in local listening, at frac- 
tional cost. 

Frequently, the addition of the out- 
standing "community" stations sur- 
rounding metropolitan centers in which 
a network or national spot radio cam- 
paign is being conducted will cost only 
an additional 3 to 10%. 

Is it worth it? 

Agencies and advertisers can judge 
for themselves from a 1950 survey con- 
ducted in Old Gold's problem market. 
Orange County, by a local Los An- 
geles ad agency. During the first week 
in January, some 2.500 phone calls 
were made to radio homes, both day 
and night. Here's how Santa Ana's 
KVOE, ace-in-the-hole for Old Gold, 
showed up in over-all share of audi- 



Station : Weekly-share of audience 

KPI, L. A 7.2 

KXX. I.. A 5.6 

KVOE, S:,nla Ana 4.2 

KKCA. [.. A 2.8 

KIIJ. L, A 2.8 

KJII'I , 1.. A 1.9 

KVOE had out-pulled all but two of 
the big Los Angeles stations! 

Of course, nobody — least of all sta- 
tion managers of the nation's "commu- 
nity" stations, and their station repre- 
sentatives — recommends use of fringe- 
area stations as a substitute for buying 
big powerhouses. Even though KVOE 
gave the L. A. stations (see figures 
above) a good run for their money, it 
was still in only part of the big-station 
coverage areas. 

However, to ignore the community 
station, for the sake of a few dollars 
and some timebuyiwg effort, is to over- 
look a useful supplement to any big 
spot radio campaign. 

Now, let's look at the dollars and 
cents aspects of buying time on a sta- 
tion like KVOE. 

First, let's check prices on the two 
stations who top KVOE in its Orange 
County bailiwick, KFI and KNX. On 
50,000-watt KFI, basic NBC affiliate, 
the Class "A" one-hour rate is $700.00. 
KFI station breaks, on a 26-time basis 
in Class "A" are $118.75 each, before 
discounts. On CBS-owned, 50,000-watt 
KNX, the Class "A" one-hour rate is 
$650.00. Station breaks on KNX, on a 

2G-time basis in Class "A" are $120 
each, before discounts. 

On KVOE, whose 1,000 watts 
reaches most of Orange County's 69,- 
700 families and 67,541 car radios 
(as of mid-1951), the rates are bar- 
gain-basement by comparison. An 
hour in Class "A" time on KVOE costs 
$60; chainbreaks are $3.25 each on a 
26-time basis in Class "A" time. In 
other words, about 6.5% of what the 
big stations charge. 

This kind of competitive cost, plus 
the 4 r r -plus share of listening that 
KVOE can show in its own territory, is 
what has led advertisers like Colgate, 
Old Gold, Chrysler, Pontiac, Ford, Fol- 
ger's Coffee, Bireley's, Murine, Hudson 
autos and other national and big re- 
gional advertisers to use KVOE in re- 
cent months. 

However, even though KVOE's na- 
tional advertisers account for about 
20% of the station's revenue, not all 
community-type stations can match 
that figure. In other fringe-area mar- 
kets, there's plenty of room for other 
national advertisers — if they'll take the 




. . . tell their own 
success stories 
Bob Trebor's "BEST BY 
REQUEST" is the highest 
rated local afternoon disc 
jockey show. Listeners 
have sent in 18 THOUS- 
AND telegram requests in 
2 l / 2 years. 


Represented Nationally by 

i 6/2 MINUTES' - M 





Here are some of the reasons why WKZO-TV is 
Western Michigan's greatest television value — why 
WKZO-WJEF are Western Michigan's greatest 
radio value: 

WKZO-TV is the official Basic CBS Television 
Outlet for Kalamazoo and Grand Rapids. It thor- 
oughly covers a big Western Michigan and North- 
ern Indiana 24-county area — which includes inten- 
sive primary service to Kalamazoo, Grand Rapids 
and Battle Creek — with a net effective buying in- 
come of more than two billion dollars. Further, a 
new Videodex Diary Study made by Jay and Gra- 
ham Research Corporation, using the BMB tech- 
nique, offers smashing proof that WKZO-TV de- 
livers 54.7% more Western Michigan and North- 
ern Indiana television homes than Station "B". r 

WKZO-WJEF are acknowledged leaders in their 
home cities of Kalamazoo and Grand Rapids, as 
well as in rural Western Michigan. BMB Report 
No. 2 shows that WKZO-WJEF have increased their 
unduplicated rural audiences tremendously over 
1946 — up 52.9% at night, 46.7% in the daytime. 
WKZO-WJEF give unduplicated day-and-night cov- 
erage of more than 60,000 families in the Grand 
Rapids area alone! Best of all, WKZO-WJEF cost 
about 20% less than the next-best two-station com- 
bination in Kalamazoo and Grand Rapids, yet de- 
liver about 57% more listeners! 

Write direct or ask your Avery-Knodel man for the 
whole Fetzer story, today! 

* Michael Pecora, walked a 

utes, 27-1/5 seconds in Hew York City on February 22, 1932. 











trouble to investigate the opportunities. 

KVOE's mixture of folksy, farm-area 
programs and urban-type local shows 
is \(T\ typical of the kind of program- 
ing served up daily by community sta- 
tions. It is literall) the reason why 
KV01 walked off with 60', of the 
listening K.KI got. Here's what Dearie 
S. Long, station manager <>l" KVOE. 
told sponsor regarding the program- 
building methods of his station: 

"We produce all of our local shows 
for the audience we serve. Little do we 
care how many 'outside' stations ma\ 
be tuned-in on the dial, so long as we 

are giving 'our people' the entertain- 
ment they want, when they want it. 

»*>I think television offers the perfect 
example of an industry built on faith — 
the faith of private capital in the Ameri- 
can people." 

President, JSBC 

It's programing they can't get on any 
other radio station — because, what oth- 
er station can afford to 'tailor-make" 
shows for Orange County, California?" 

for quick, easy reference 
to your copies of 


get the durable new 
Sponsor binder 

looks like a million . 


510 Madison Aye 
New York 22 

costs only 


□ $4 one binder 

□ $7 two binders 

Please send me Binder holding 13 issues and bill me later. 



City Zone State .... 

A typical day on KVOE shapes up 
like this. 

To open the station, there's the 
Spanish Hour with Paul Barber 
( known to his listeners as Senor Pab- 
lo), from 6:00 to 7:00 a.m., six days 
a week. Then comes more wake-up mu- 
sic programing, and at 7:45 a.m. the 
first of the four-a-day Orange Empire 
Reporter. This is a KVOE news show 
that serves up the latest local news, 
citrus crop information, weather re- 
ports (vital to Orange County's $30.- 
000,000 citrus crop), and other local 

Later in the morning, when KVOE 
is serving both the rural audience and 
the 45,000 people living in Santa Ana. 
there are telephone-request record 
shows, household hints on a program 
called Dearie's Den, and two late-morn- 
ing audience-participation shows, La- 
dies Day in Studio A and E-Z Living 
(see picture on page 33). 

The KVOE afternoon is filled, in ad- 
dition to MBS and Don Lee network 
service, with local record shows, salutes 
to neighboring schools and colleges, 
and reports on local sports. At other 
times, like Saturday mornings, the lo- 
cal moppet set are enthralled with 
Orange County School Kids Quiz and 
Musical Playroom. Late at night, there 
are 10:00 to 12:00 midnight disk 
jockey shows, tailored to local tastes. 

Throughout the year, if there's a big 
local special event, or if there's impor- 
tant news to the community and the 
county, KVOE is on hand to report it 
in a hurry. It's listening that Orange 
County listeners dont get from the big 
L. A. stations. 

As station manager Deane Long 
summed it up for sponsor: "When 
someone asks us 'what can you do to 
command a listening audience, under 
the guns of all those big-city stations' 
we've got dozens of convincing an- 

Still, after checking several leading 
station representatives who handle 
suburban stations, SPONSOR feels that 
there's much missionary work to be 
done at the agency level for the com- 
munity station. Despite the often-con- 
vincing answers of the Deane Longs of 
broadcast advertising, the average 
sponsor and agency can't be troubled 
to investigate this kind of spot radio. 

If the Old Gold success on KVOE is 
an example, the extra effort is often 
worthwhile in terms of extra com- 
munity sales. * * * 


yj hat makes \)(/REC lead the parade? 


What makes the most listeners? 

Program superiority . . . 
plus operational perfection. 





28 |ANUARY 1952 

Maxwell House Coffee 
Joins The Swing To 
WDIA in Memphis 

weekly on Tan Town i 



y: Memphis. 1 



Months Oct.-Nov. '51 

Time S 

ts WDIA 

B C D E F G 



3.2 24.2 

.1 | > 4 12.3 8.1 6.0 4.2 


John E. Pearson Co.. Represent 






Moot Souther 

n Point in 




rate but 

qua I" 

—that fam 

DUS ph 



ne true, H 



in May. 


AM to 1 

! No 



1 rh 

ough Frid 

ay. WERD 23.2, 


n A 

Represented nationally by 



i Con tinned from page 49) 

for Orphans and Underprivileged Chil- 
dren."' It featured local disk jockeys 
and TV personalities in hundreds of 
cities teaming up with local Jaycee 
chapters to raise funds. Among the 
leaders was WABB, Mobile, which 
originated the tour as a public-service 
feature last year. This year, through 
WABB's efforts and the Mobile Jay- 
cees, the tour became nationwide. Na- 
tional publicity was climaxed by a 
half-hour kick-off show on 8 December 
starring Jimmy Durante. Bob Crosby, 
Johnnj Desmond, and others. 

in markets under 250,000 population. 
Hanna will also assist Davis in the 
creative end of the firm. 

Gillham Advertising Agency, Salt 
Lake City, marked its 40th birthday 
anniversary last month with an em- 
ployes' dinner. Marion C. Nelson, 
president, presented special recogni- 
tions to veteran employes including 
Lon Richardson, senior vice president 
(20 years) ; Dan H. Leahy, artist (20 
years); Clair Lindgren, artist (13 
years) ; J. R. Furner, production man- 
ager (12 years) . Nelson has been with 
the agency 31 years. 

over WIP, Philadelphia. This combi 
nation of radio, TV and newspaper as- 
sociation started 16 January with Phil- 

A newspaper columnist is sponsored Newest offering in the Thesaurus li- 

by a TV set manufacturer and dealer brary program ser ies is Date in Holly- 
wood slated for late February release 
to local station subscribers. The quar- 
ter hour program, a musical-variety 
type, stars vocalists Gloria De Haven 
and Eddie Fisher with Hugo Winter- 
halter's orchestra. This big-name show, 
readied for advertisers on Thesaurus- 
subscribed stations, is one of the cost- 
liest library features made, according 
to RCA Recorded Program Services. 

adelphia Inquirer columnist, Frank 
Brookhouser airing Frankly Speaking 
on Monday, Wednesday and Friday, 
6:15 to 6:30 p.m. Co-sponsors: Tele 
King Distributors, Inc., and Vic Hend- 
ler. Philadelphia Tele King retailer. 

John M. (Jack) Snyder, managing 
director of WFBG, NBC, in Altoona, 
Pa., is a very happy man. The Dia- 
mond brothers, WFBG entertainers, 
who are under the personal manage- 
ment of Snyder, recently won NBC's 
Talent Search, Country Style. Program 
sponsor: RCA Victor. The prize, a re- 
cording contract, goes to the Diamond 
brothers, on WFBG some 15 years. 

Phil Hanna. singing star of CBS-TV 
Bride and Groom, is also in the busi- 
ness end of the trade. The youthful TV 
star recently joined Phil Davis Musi- 
cal Enterprises, Inc., N. Y., as vice 
resident and director of new business 


{Continued from page 6) 

Networks are infinitely wise today, 
after these 20 years of piloting their 
ships through the shoals of partisan 
politics. So, too, with most of the old- 
er local station managements. (New- 
comers among station licensees are 
somewhat prone to repeat old mistakes 
of bald censorship.) Advertisers have 
also been smartened up through the 
past two decades and right now we 
find one of the insurance companies 
insisting upon a disclaimer line in a 
CBS newscast, explicitly stating that 
CBS alone is responsible for the choice 



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Pioneer Station Representatives 

Since 1932 




Fitting a Medium 
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I of items, and tin- editorial emphasis. 

* * * 

Lateh. news that Westinghouse 
would sponsor the full array of NBC 
telecasts of the major 1952 party con- 
ventions, that Philco would do the 
same on CBS-TV. that ABC-TV and 
DuMont both were seeking similar 
ileal- has stimulated some radio-TV 
critics to adverse comment. The criti- 
cal point is this: politics is. or ought 
to be, "sheer public interest" and paid 
for, as such, by the broadcasters. It 
was ""unsuitable" that advertisers 
should lift the tab, or that facilities 
should be hawked at a profit. But the 
industry does not take the accusation 
of "abdication of responsibilits" too 
seriously. It is just the latest articula- 
tion of the old. old. old argument that 
whatever was "sustaining" was some- 
how more admirable than whatever 
was "commercial." Regardless of the 
merits of this thesis, considered as a 
debating side, it is simply not now. 
nor for a long time past, the custom 
of the country and there is singularly 
little evidence that the public, or even 
the more intellectual segment of the 
public, gives a hoot whether political 
pick-ups are sponsored or not. 

* * * 
Historically it may be that there 

were at least three instances of "col- 
lusion" between the broadcasting and 
business communities on the one hand 
and a given candidate on the other. In 
1932 when Roosevelt first ran for the 
presidency, long-memoried Democrats 
still think that the "top brass" of the 
networks of that day were pretty frank- 
ly pro-Hoover in their private and pro- 
fessional lives. Even so it was never 
documented that radio tycoons, what- 
ever their personal preference, failed to 
hedge their practices against a Demo- 
cratic victory. While some Democrats 
were in a vindictive spirit in early 1933 
F.D.R. elected to forgive and forget. 

The worst cases were in California 
and New England, respectively. In 
1935 highly dubious use was made of 
radio (and all other media) in order 
to exclude Upton Sinclair from the 
California governorship. Later still 
that improper Bostonian, John Shep- 
ard. Ill, attempted, with greater can- 
dor than sense, to pledge his radio sta- 
tions to unapologetic pro-Republican 
policies. He was slapped down, and 
the resultant "Mayflower Decision" 
was long political scripture, until re- 
cently modified. • • • 

[Continued from page 32) 

TV network time, he has to buy a des- 
ignated TV program that's alreadx in 
the spot. This, in turn, is either a net- 
work-built show or a packaged show 
where the network has bought the re- 
sale or co-producing arrangement with 
the original producer. 

Some independent producers even 
feel that, by January 1953, the two 
higgest TV webs, NBC and CBS, will 
have as much as three-quarters of their 
nighttime schedules under their sales 
thumb. These two TV webs are also 
expected to control as much as ')()', 
of their daytime schedules, particular- 
ly with big. multi-sponsor shows. 

This situation would evaporate 
quickly enough if: ( li network TV 
time became more readily available. 
I 2) advertisers could not afford to buy 
the designated shows, were forced to 
shop elsewhere for lower-cost vehicles. 
(3) the supply of shows that the net- 
work could re-sell did not materialize 
fast enough. 

Still, no matter how many or what 
kind of shows are available to a spon- 
sor, there will always be times when 
video-minded clients will feel that noth- 
ing in sight fills the bill. Then, a cli- 
ent either goes into another medium, 
or else hatches his own show. Usually, 
these shows (see chart, page 32) are 
designated around a specific sales idea, 
or are a showcase for some sort of 
client-owned "selling symbol" such as 
Betty Crocker, or Elsie the Cow, or 
Chiquita Banana. Sometimes they're 
built around a client-owned radio for- 
mula with the agency doing the labor. 

Building a show this way is not a 
cheap solution to programing worries, 
and is often done because it is the only 
way out. Often, too, the ratings of cli- 
ent-built shows are nothing to brag 
about. Only two client-built TV shows 
are in Videodex's 1-7 December "Top 
20." They are the 13th place Gillette 
Cavalcade of Sports and the 20th place 
Lucky Strike Hit Parade. 

Meanwhile, what of the independent 
packager's future in TV? 

To answer this question effectively. 


film spot problems to TELEFILM Inc. 

SPONSOR talked to leading package pro- 
ducers, agencymen, 4-A officials, and 
network executives. This was how the 
consensus shaped up: 

Packagers — Have regained the crea- 
tive-building edge now. and don't in- 
tend to lose it. More flexible than the 
networks, they are a steady source of 
useful, "commercial" programs based 
on simple formulas, often at low cost. 

Networks — Are further ahead in TV 
now than they were in radio, and are 
beginning to compete heavily with 
package producers for everything from 
ideas to sales rights. Restricted by 
time availabilities, adjacencies, etc.. 
tbev still have the edge in producing 
the TV extravaganzas, have more TV 
program money to spend in develop- 
ing new properties, talent, and big 

Agencies — For the most part, agen- 
cies are reverting in TV to their old ra- 
dio role of "supervisory control" of ei- 
ther network-built or packager-built 
shows. Some of the big ad agencies 
are maintaining large TV staffs pri- 
marily for prestige reasons, occasional- 
ly package a show only for a client 
who wants a specific, unique type. 

Clients and Stations — Client-built 
shows are tending to follow the agency 
pattern, generally. Station-built net- 
work shows from TV affiliates are fall- 
ing in line with the policies of the 
parent network, but are doing well. 
With high costs forcing many shows 
out of the big producing centers to 
lower-cost production areas, such as 
the recent Miss Susan Philadelphia 
origination, stations may play a great- 
er creative role. * * * 


(Continued from page 35) 

Changing Times about four years ago, 
but it was only 12 months ago that 
circulation manager James P. Connell 
called in the Albert Frank-Guenther 
Law Agency to help boost readership. 
In an experimental spirit, Account 
Executive Bob Day initiated the mag- 
azine's air advertising with spot TV. 
He bought TV participations in early 
1951 on the Ted Steele Show over 
WPIX, New York City, then began ex- 
panding into other TV markets. In 
Chicago, it was participations on the 
Bob and Kay Show over WENR-TV; 
in Philadelphia, participations on the 
Ernie Kovacs Show over WPTZ-TV; 
and participations on WXYZ-TV, De- 

28 JANUARY 1952 


PIONEER IN OHIO RADIO. . . I'm the sym- 
tCPX) \ bol of WSPD because WSPD is OHIO'S 
ll^ ^>>X PIONEER STATION. And, this powerful first sta- 
tion in Ohio has been the 1st Station in North- 
western Ohio for THIRTY ONE Consecutive 
Years. Hooper, Neilsen, every rafing service 
Proves WSPD is the top dialing habit of 
300,000 radio families. When you BUY 
RADIO in Northwestern Ohio BUY "SPEEDY", 
WSPD, Ohio's Pioneer Voice of Radio for 
31 years. 


WSPD-TV pioneered the television industry in 

Northwestern Ohio and our 85% share of 

audience is significant of a job well done. We 

have carried all networks and have pro- 
grammed to suit the majority of over 1 50,000 

TV sets in our area, insuring sponsors of Point 

of Impact for every sales message. It's "Firstest 

with The Mostest" in Northwestern Ohio TV 

with "SPEEDY", the TV PIONEER. 

I'm on my way to round up more facts for 
broadcasting buyers in Northwestern 
Ohio. REMEMBER . . . when you see 
"SPEEDY" it means SPEEDY 


<Z4 -^■^ mi ^ r ^^~ ■ bPttDY it means bfttUY 

s \^33^7rf ESULTS on RADIO or TELEVISION in 

TOLEDO and ask about "SPEEDY"... 




presented Nationally 
by KATZ 

Mr. Willis J. Alm'ekinder, 

/'resident of First Federal of Rochester, 

at his favorite task — 




m m 

How First Federal of Rochester 
Quadrupled Assets 

When First Federal of Rochester, N. Y., started local 
sponsorship of the Fulton Lewis, Jr., program on radio 
station WVET, assets were $11,500,000. Today, after 
nine years of continuous sponsorship, assets are $46,- 
000,000. Obviously this increase is not attributable to 
the program alone. Good management, alert business 
practices, and many other factors enter into the pic- 
ture. But, in the words of Mr. Willis J. Almekinder, 
President of First Federal, "A great deal of the success 
in reaching new savings customers is due to the fine 
audience which Fulton Lewis, Jr., reaches. 
"Numbering over 200,000 people in Rochester, it is 
made up of thinking, hard working, conscientious citi- 
zens who are interested in America and who believe in 
such fundamentals of good citizenship as thrift. In our 
regular check of where our new business comes from, 
Fulton Lewis, Jr., has consistently rated at the top. 
Our sponsorship has generated a great deal of good 
■will toward First Federal." 

The Fulton Lewis program is a Mutual Co-op Program 
available for sale to local advertisers in individual 
cities at low, pro-rated talent cost. Among the 623 
sponsors of the program (on ^^^^^ 

370 Mutual stations), there 
are 55 banks and savings 
institutions. Since there are 
more than 500 MBS stations, 
there may be an opening in 
your locality. For a proved 
and tested means of reaching 
new customers, check your 
Mutual outlet — or the Co- 
operative Program Depart- 
ment, Mutual Broadcasting 
System, 1440 Broadway, New 
York City 18 (or Tribune 
Tower, Chicago 11. Illinois). 


troit, KFI-TV, Los Angeles. One vari- 
ation was the purchase of participa- 
tions on the John Harvey radio disk 
jockey show over KGO, San Francisco. 

The experiment in air advertising 
ran for six months, but, as Day admits 
candidly, subscription results were 
"only fair." So, in August, 1951, Kip- 
linger decided to try a different tack — 
both in the commercials and in the 
medium. They decided to advertise a 
give-away offer of a sample copy to 
each person who wrote in to the sta- 
tion; and they decided to use radio 

In Chicago, Kiplinger used the 
Housewives' Protective League Paul 
Gibson Shoiv over WBBM; another 
HPL show on KNX, Los Angeles; the 
Galen Drake HPL program on WCBS. 
New York City; and the Alfred Mc- 
Cann husband-and-wife show on WOR, 
New York City, among others. 

"The results were so satisfactory," 
recalls Day happily, "that we knew ra- 
dio was for us. That December, we ex- 
panded into 60 radio stations, using 
largely HPL and breakfast participa- 
tion shows. We even tried news shows, 
but that didn't work so well. Women, 
by far, have been most ready to send 
for sample copies of the magazine." 

The agency's timebuying approach 
has been what can be called "gradual 
rotation." That is to say, Kiplinger 
will buy participations two to six times 
a week for a month or so of one pro- 
gram. Then, the agency will wait un- 
til they feel they have reached that au- 
dience and used up the potential. Then, 
comes a shift to another station. This 
rotating formula is similar to that used 
by many leading food and drug adver- 
tisers, who feel they periodically "use 
up" audiences. 

Day feels radio participation shows 
have worked well for Kiplinger for two 

1. The very nature of the aural me- 
dium has stimulated listeners to use 
their imaginations when the commer- 
cial describes highlights of Changing 
Times articles. 

2. M.C.'s presiding over morning 
participation shows usually deliver 
their commercials in a friendly and 
relaxed manner. 

It was this second reason which en- 
couraged Kiplinger to try the Dave 
Garroway show. "Besides being a big 
name on an early morning show," says 
Day, "Garroway had the informal, re- 
laxed approach we felt was best for 


our needs. Cur commercials call for 
him to pick up the magazine, and ex- 
amine it before the camera, .1- though 
he were a friendl) neighbor giving you 
.i,K i< e. He tells the \ iewers, This is 
a nice and interesting magazine . . .,' 
and that's the neighborlj viewpoint we 

Kiplinger has been supporting its ra- 
dio « iili large-scale newspaper adver- 
tising and a mad promotion < ampaign. 
Today inquiries will be followed up 
with similar direct-mail efforts. 

Kiplinger will also keep an interest- 
ed eye peeled on its fellow sponsor, 
Kenwill Corporation, of Cleveland. On 
the week of the L8th of Feb] uary, Ken- 
will (via W. Earl Bothwell Vgenc) I 
will make it- debut on Today to ad- 
vertise it- Magikoter Paintroller, a new 
device for spreading paint on surfaces 
with the use of a roller. 

\. sponsor wenl to press, the Pure- 
Pak division of Detroit's I x-l ell-( I 

Corp. had al-o Mailed t'oi a \\cekl\ seg- 
ment of Today, starting on the 28th 
of January. 

Kiplinger's TV future depends on 
the final results of the L3-week acid 
test of Today's mail-pull. But, as Day 
says firmly, "Regardless of the TV 
show's outcome, you can quote Mr. 
James Connell, circulation director of 
Changing Times, and imself as being 
sold on radio's impact as an advertis- 
ing medium for building magazine cir- 
culation." * * * 


I Continued from page 37 I 

lives of the seven Detroit radio stations 
\\ 1 1 J . WW J,CKLW,WXYZ, WEXL, 
WJBK and WKMH — which have 
pooled ideas, effort and monej to make 
the Motor City more radio-conscious. 
Perhaps the first cooperative effort of 
its kind, it represents an expenditure 
of over 81.000.000 for radio time, 
newspaper advertising, and cai cards. 
Since the campaign has been extended 
tn Man h \'>~>2. even further funds have 
been allocated. The Charles Stout 
agen< y of 1 Detroit is aiding in handling 
the advertising. 

Focal point of the Detroit campaign 
i- the "Wherever you go . . . there's 
Radio!'' slogan. This phrase (origi- 
nated b) Committee-member Art Glos- 
ter of CKLWi runs repeated!) through- 
out all the promotion. It has been 
used 21 times dailj b) each Detroit 
station, aside from the \ersions of it 

28 JANUARY 1952 

at 50,000 watts 
gives advertisers the 


at the 


of any Major Station in the 


s powerful radio voice is hitting a 17,000,000 population area in 
-nportant states and is open to advertisers at the lowest rate of 
major station in this region. A tremendous buy for action and 
s that is establishing new records daily. Get the facts now. 

50,000 WATTS at 800 KC. 

Guardian Bldg. • Detroit, Mich. 

Adam J. Young, Jr., Inc. ^ J. K. Campeau 

National Rep. President 


Available for 


Opportunity for National Advertiser seeking 
impart in the great Washington Market - - 

Washington, D. C.'s hottest audience-getter 

may be shared with the Chr. Heurich Brew- 
ing Co., whose sensational gains with Old 
Georgetown Beer in 1951 (when less than one- 
third of the home games were televised) in- 
spired this year's decision to telecast all home 
games. Of the 77 home games, 71 will be tele- 
easl at the peak audience potential — nights, 
Saturday and Sunday afternoons, and holi- 
days. Ail home and away panics (154) will 
be broadcast. Co-sponsorship of both features 
is offered as a package. 

Information will be gladly — and quickly — 
supplied when identity of prospective co- 
sponsor is revealed as an acceptable firm with 
non-competing product or service 

For cost and other details. 

Henry J. Kaufman & Associates 

^ravertii in a 

1419 H STREET, N. W. DISTRICT 7400 



which the local personalities weave in- 
to their own shows. It appears in the 
newspaper a. Is and car cards, along 
with clever cartoons showing how ra- 
dio gets around: in the barn while you 
milk the cow : in a cabin in the woods 
so you and the bear can both hear it; 
on the kitchen sink to beguile the 
plumber; even with you when you 
float around on your magic carpet. 
The slogan has even appeared on De- 
troit television screens. 

"Wherever you go . . . there's Ra- 
dio!" has been made into a song with 
original lyrics by a WJR talent team, 
"Pie Plant Pete" and "Bashful Joe." 
Such a response has this catchy, folk- 
type tune elicited that BMI has pub- 
lished sheet music on the song (see 
page 38). 

The heaviest portion of the Detroit 
campaign is being carried by radio 
itself. The radio copy voiced by De- 
troit announcers hammers home sev- 
eral significant points. Here are ex- 
cerpts : 

"Most Americans would find it hard 
to Hie without a radio. Radio has be- 
come perhaps the most typical Ameri- 
can habit. More of a habit than the 
Sunday drive (we own more radios 
than automobiles). More of a habit 
than taking a bath (we own more ra- 
dios than bathtubs).''' 

"Your radio was silent for 10 sec- 
onds! Did you miss it? . . . that's proof 
again that radio is a part in your 
American way of life." 

"Radio brings you the iveather. the 
temperature, correct time . . . and 
brings the world to your fingertips. It 
can warn you of danger and help you 
in time of need. It can alter its serv- 
ices within seconds . . . to meet a 
changing condition.'' 

The "Wherever vou go . . . there's 

Radio!" phrase is not copyrighted, and 
the Detroit Committee lias encouraged 
other stations and broadcasting groups 
to make full use of it, even offering a 
kit of details and materials to those 
interested. The Associated Tulsa 
Broadcasters Association — consisting 
of Tulsa stations KVOO, KRMG, 
used the same theme in a recent mu- 
tual promotion effort to stimulate ra- 
dio listening and timebuying. Stations 
throughout the country have displayed 
eager interest in and have made use 
of the "Detroit Plan" in one form or 

Perhaps the biggest hypo to spread- 
ing the "Wherever you go . . ." idea 
nationally was given by the World 
Broadcasting System, which built an 
entire sales promotion drive around it. 
In September, this transcription firm 
announced that it was launching "a 
campaign designed to reawaken the na- 
tion to the wonders of radio." To help 
radio stations tie in easily with the 
drive, they obtained the cooperation of 
16 top national radio personalities, 
each of whom transcribed what they 
call a "Sell Radio" announcement. Ex- 
ample: "Listen — this is Andre Baruch. 
Wherever you go . . . there's Radio!" 
Robert Q. Lewis. Lanny Ross, Bud 
Collyer, James Melton, Ted Husing, 
Bert Parks and Guy Lombardo were 
among others cutting disks. Not only 
the 850-odd World-affiliates but some 
600 additional stations as well received 
a disk containing these announcements 
gratis from World. Enthusiasm on the 
part of stations for this move is run- 
ning high. A typical reaction comes 
from Knoxville, where all the stations 
WIBK — have been participating in the 
campaign. WROL as spokesman for 

the group says: "The management of 
these stations feels, as do so many oth- 
ers in the industry, that it's time radio 
was used to 'sell' itself. Knoxville is 
glad to join the industry in 'tooting its 
own horn'." 

Cleveland is likely to be the next city 
in which a major new radio-promotion 
plan will blossom. Representatives of 
all eight Cleveland stations— WDOK, 
WSRS, WTAM— have established a 
Cleveland Broadcasters Committee 
which is currently laying down plans 
to promote radio in that city. They 
have conferred with the Broadcast Ad- 
vertising Bureau in New York, which 
proffered ideas and suggestions as part 
of its new radio-promotion service. 

Whatever plans are formulated in 
Cleveland are likely to resemble the 
comprehensive promotion plan which 
the BAB itself is now completing. To 
be released in about two weeks, this 
"Radio United Plan" will embrace au- 
dience promotion and public service, 
as well as promotion of sales. Radio 
United will embody the best features 
of all the group plans now active, ac- 
cording to Jack Hardesty, BAB promo- 
tion director, and all the 960-odd BAB 
stations will be invited to participate. 

In Rochester, the Radio Broadcast 
Management Council, representing sta- 
and WVET, is making a concerted 
drive among timebuyers, emphasizing 
results an advertising dollar can pull 
on radio. It has adopted an emblem 
which reads: "When You Tune in Ra- 
dio, You Tune in Sales" and which ap- 
pears on mailing pieces they are cur- 
rently sending out. "When You Get 
Her Ear. You Get on Her Shopping 
List," says one of the Rochester slo- 
gans. During the month of January, 

28 JANUARY 1952 




WIT. POP. 179,272 

ill d h m ?^ 

ft l\ 1/ If H-BOMB PLANT * 



MET. POP. 144,000 

n OU g ftTTackson 

U/ h A 1/ ?"' P ° P ' l69 ' 921 

ft 1/ n In ftTbenning 




BIBB CO. 136,300 



Mr. Tom Carson 

Benton and Bowles 

New Yorl; City 

Dear Tommy: 

Folks like you likes ter find places 

whur folks is amakin an aspendin 

money. Well, be 


sure ter 'elude 


tli hometown uv 

W /^ 

WCHS in any 

sech list yuh 

makes. Yessir, 

Tommy, Charles- 

ton, West Virgin- 


j ny, is a reel brite 


spot fer folks 


with sumpthin 

ter sell. Frin- 

stance, th' sales 


^■*-«"'tf\ ll 

in department 
stores in Charles- 


ton is arunniii 

yo li l\%'\\ 

durned near 30 


percent ahead uv 

thanH II 


whur they wuz a 
year ago! Now 

TH6 11 


thet means jest 


one thin fer a 


feller like you — 

. thet this here is 


a good place ter 


advertize! An' 

'member, Tom- 

my! WCHS gives 

yuh more uv these 

big spenders then 

all th' other four 

Stations in town put tergether! 



w c 

H S 


n, W. Va. 

Rochester circulars will go to more 
than 1.500 timebuvers, locally and na- 

Other stations ha\e expressed the 
"let's promote radio" fever differently. 

WTOP, Washington, 1). C, intro- 
duced a new slogan. "On radio, and 
onl) on radio, can you hear. . . ." For 
three weeks, it started most of its 
promotion announcements with this 
phrase, then mentioned the program 
or service to be plugged. This "radio, 
and only radio" idea is in line with 
the growing awareness that radio has 
something special to offer in the way 
of service and entertainment. WTOP 
devoted the equivalent of $1,000 worth 
of air t'nie per week to the messages. 

KLAC, Hollywood, devotes $1,500 
monthly in radio time to a promotion 
scheme angled to help local radio gen- 
erally. It makes no direct pitch for 
business, pointing to the fact that it 
currently is sold out. The transcribed 
announcements it runs have a helpful, 
good-will-building appeal. 

WTMJ. Milwaukee, runs newspaper 
ads beginning, "Radio is still as new 
as each day . . .", which point up the 
vitality of the medium. 

The radio industry patently has tak- 
en to heart the old saying, "Who will 
adhere to him who will not adhere to 
himself?" Ad men themselves are 
much impressed with the air of re- 
newed excitement and confidence per- 
vading the radio business. Radio has 
passed through its period of uncertain- 
ties, readjustment and self-appraisal. 
But now, aware that its force for ser- 
viceability and sellability is in no way 
impaired, it has embarked on perhaps 
its most exciting and imaginative job 
of medium promotion. * * * 


{Continued from page 45) 

250 will have on the studio audience. 
There are certain shows to which a 
studio audience is necessary, and if an 
admission charge will considerably les- 
sen the number of people attending, 
this could prove harmful to the pro- 

Lastly, there must be an adequate 
control of any money thus collected to 
insure that it will be distributed to 
worthy organizations. 

Guy Lombardo 
Radio & TV star 
New York 

COME ON IN . . . 


.and right on Time! 


Every day, piopU llv* 



In Canada 

more people listen 'to 


regularly than to 
any other station 

*T"he 1950 BBM figures show 
1 CFRB's coverage as 619,050 
daytime and 653,860 night time — more 
than one-fifth of the homes in Canada, 
concentrated in the market which ac- 
counts for 40% of Canada's retail sales. 


nited States: Adam J Young, Jr. Incorporated 
Canada: All-Canada Radio Facilities Limited 


[Continued from page 36) 

vidual publishers or broadcasters, or 

ARF, as an impartial, non-profit re- 
search body, cannot actively solicit in- 
terest among stations and networks. 
But it opened the door wider to radio 
this December when its Board of Di- 
rectors was revised to provide for 
media representation, including radio 
men. Already, CBS has subscribed 
$2,000 to join the revamped ARF. It 
is hoped that other networks and indi- 
vidual stations will subscribe to ARF 
and become familiar enough with its 
activities to want to have ARF under- 
take research projects for radio. 

At present, however, the ARF is al- 
most unknown to radio executives, a 
SPONSOR survey indicates. This re- 
port, therefore, is designed to acquaint 
both radio men and advertisers with 
ARF and its potential for radio re- 

Actually. ARF facilities have been 
available to radio since its inception. 
But it has never become very familiar 
to broadcasting research men. Simi- 
larly, consumer magazines have never 
actually had an ARF study done. But 
it has had wide use among newspapers, 
farm publications, business papers, 
Canadian consumer magazines, trans- 
portation advertising, and executive 
management publications. 

The ARF was originally created by 
the ANA and AAAA, each of which 
contribute $7,500 annually to its op- 
eration. Under the old set-up, media 
were not represented on the board but 
participated in administering specific 
media studies. Under the recent re- 

organization, however, participation 
has been opened to any medium, ad- 
vertiser, or agenc) approved by the 
ARF board, and media now has an ac- 
ta r voice in the Foundation since six 
media representatives are in the proc- 
ess of being elected to its tri-partite 
board. Advertisers, agencies, and me- 
dia are now equally represented by six 
members each on the board. 

Subscription rates range from $150 
to $2,000 yearly, depending upon ad- 
vertising income, billings, or advertis- 
ing expenditure of the subscriber. The 
ANA and AAAA remain in the ARF 
as founder subscribers and will con- 
tinue their $7,500 contributions. In 
addition to the opportunity that sub- 
scribing gives them to aid in improve- 
ment of research standards, subscrib- 
ers get other benefits. For example, 
the ARF proposes to conduct confi- 
dential appraisals of media research 
and issue reports to its members. Sub- 
scribers can use these reports to keep 
tabs on the validity of media claims. 
The Foundation services also include: 
supplying advisory opinion preceding 
media studies, a supervising and vali- 
dating service, confidential appraisal 
of media reports I available to ARF 
subscribers only) and continuing read- 
ership studies. 

H. M. Warren, then chairman, made 
the Foundation's new interest in air 
advertising apparent at the annual 
ANA meeting last September when he 
offered the services of the organization 
in helping to solve the rating service 
dilemma. But this gesture is of no 
significance right now because it is 
dubious whether radio interests would 
come up with funds to finance the 
lengthy investigation necessary. The 
immediate work of the ARF would be 

to supervise special research studies 
commissioned by radio. 

One key advantage of having ARF 
supervise or "validate" research is that 
this cuts down on the expense neces- 
sary to make sales. Time which a 
salesman might have to waste proving 
that his pitch is based on valid data is 
saved because clients know ARF has 
certified the facts. Chief disadvantage 
from the point of view of any medium 
is that all the facts uncovered in ARF 
research must be revealed, even if they 
are negative for the medium. Too, it's 
more expensive to have ARF supervise 
research because of the added man- 
hours required for supervision. 

Here's the way ARF might go about 
making a study for a network, based 
on the approach it's developed for 
printed media. Suppose network A 
wanted to discover to what extent sales 
had actually been increased for cli- 
ents as the result of sponsorship of 10 
of its programs. This is the probable 

1. Network explains desired studv 
to ARF's Board of Directors. Board 
decides whether project is of broad 
enough nature to fulfill the basic ob- 
jectives of the ARF (always a cri- 
terion before it enters any study). 

2. With the project accepted, the 
board chairman appoints an adminis- 
trative committee to manage it. Com- 
mittees consist of advertiser, agency, 
and media representatives. An ARF 
staff member is assigned by the Foun- 
dation's managing director to act as 
project manager in charge of admin- 
istrative details. 

3. ARF managing director and 
technical director draft statement of 
the study's objectives and submit it to 

28 JANUARY 1952 

A value . .. PLUS 







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the administrative committee for ap- 

proval. This step assures agreement on 
the objectives of the research. 

4. ARF managing director and 
technical director submit rough speci- 
ficalions of field work to private re- 
scan h organizations which seem best 
suited for the project. 

5. On the basis of replies from pri- 
vate firms, one is chosen to make the 

6. I he selected research organiza- 
tion generally makes actual field tests 
of two or three research techniques 
under ARF staff supervision. (This is 
done when the study is of a new type 
as would be true in this hypothetical 

7. Administrative committee and 
the ARF technical committee study re- 
sults of tests and the technical commit- 
tee chooses the survey method which 
proves most accurate and practical in 
determining relationship of listening 
to sales. 

8. Field work is conducted by the 
research organization with on-the-spot 
ARF supervision. 

9. Results of field work, findings, 
and tabulations are audited by the 

10. ARF writes and publishes re- 
port I regardless of who comes out on 
top — and all smart media buyers know 
that everybody can't be first) and 
gives it ARF seal of approval. 

Salesmen for network A may then 
visit clients armed with promotional 
material based on the ARF report. 
Provided that the facts have added up 
to a strong sales story, they can enter 
client offices confident that selling will 
be easier because there's no question 
of accuracy to explain away. Promo- 
tional material prepared as a result of 
the study must have ARF approval 
prior to distribution and the Founda- 
tion encourages the fullest use of its 

sponsor surveyed promotion men 
from printed media which had used 
ARF research, got comments like 

"ARF validated research gave me 
an answer to advertiser cries of 'Oh, 
God, another survey.' " Fred Lessner, 
promotion and business manager, 
Chemical Engineering. 

"ARF supervised research is like 
asking a publisher to hand the ARF a 
scalpel, hop up on the operating table, 
and tell them to start cutting. How- 
ever, readership studies of our busi- 

what Mr. Blaugrund. dec 
of southwestern furniture men and 
head of this region's largest furniture 
store, has to say about KROD. Our 
station has been selling furniture, 
appliances and housewares for this 
outstanding store since the day 
KROD went on the air. It can do 
a good sales job for YOUR product 
or service, too. 





Vice-Pres. and Gen. Mgr. 



Service is one of the basi< 
theme songs of BMI. Broad 
casters in AM, FM and T> 
are using all of the BMI ; 
to programming . . . " ' 
and useful program continui- 
ties, research facilities, expert 
guidance, in music library 
operations, and all the other 
essential elements of music in 

Along with service to the 
broadcaster, BMI makes avail- 
able to its 2,881* licensees a 
vast and varied repertoire 
ranging from rhythm and 
blues tunes to classics. BMI 
is constantly gaining new out- 
lets, building new sources . 
music and constantly « 
ing its activities. 

The BMI broadcast licensee 
can be depended upon to meet 
every music requirement. 




ness magazines ha\e all been favor- 
able to the magazines." Bill Beard, 
president of Vssociated Business Pub- 

"I believe in research and think it 
is important to have an impartial 
board to supervise findings. It elimi- 
nates exaggerated claims." Herman 
Sturm, advertising and business man- 
ager. Business Week. 

In summary, most sales heads of 
media contacted believed that it was 
cheaper to pay more for an ARF-vali- 
dated study than to pay the increased 
cost of trying to sell a non-validated 
survey. Onl\ complaint of some media 
men concerns the emphasis given cer- 
tain parts of the research in the ARF 

Lowell McElrov. ANA vice presi- 
dent in charge of media and research, 
added another point in favor of the 
ARF approach: "To the extent that 
advertising can be made more effective 
and thus more economical, more of it 
will be used in relation to other means 
of selling. This means a larger total 
advertising pool from which radio and 
other media draw. The provision of 
constructive and believable research 
facts is one of the best ways in which 
radio can contribute to increasing the 
total advertising pool as well as its 

What do representatives of the net- 
works think about ARF? Said Harper 
Carraine. CBS Radio research direc- 
tor: "CBS became an ARF subscriber 
because it does not want to sit back 
and just criticize what others are doing 
but hopes to take an active part in 
making research as good as possible. 
Opening ARF subscription to media 
was a good idea, but it's too early to 
tell what the results will be. Until we 

know more about WW activities, we 
jusl want to sit in on the meetings." 

A research executive of another net- 
work said (asking that his name be 
withheld): "I'm pessimistic. Agencies 
and advertisers would have to agree 
lot)', thai ARF conducted surveys 
were the only valid ones. And not 
enough is known about the ARF and 
what the) are trying to do/' (His net- 
work was not now considering becom- 
ing a subscriber but might do so in the 
future, he added. I 

On the other hand, several agency 
research directors contacted were en- 
thusiastic including one who said: 
"It's a really great idea, and I believe 
that at least the radio and TV guys 
who are trying to do an honest job will 
go for it." 

In order to make radio and TV in- 
terests go for ARF research, some 
gradual method of getting their feet 
wet is apparently called for. Partici- 
pation of radio and TV networks and 
stations as subscribers in ARF will 
help acquaint them with its functions. 
Then, ARF adherents hope, a pilot 
study might be devised which would 
seek facts on behalf of networks, agen- 
cies, and advertisers jointly. The door 
is also open to non-subscribers to re- 
quest specific studies to be undertaken 
at their own expense. This could ease 
broadcasters into awareness of exactly 
how ARF operates. 

Main danger that the new ARF in- 
terest in air advertising will come to 
nothing lies in the fact that neither 
the networks or ARF seem willing to 
take positive steps to begin active dis- 
cussions. Networks are apparently 
waiting for ARF to come to them. 
ARF, on the other hand, cannot make 
a pitch like a commercial organization 

and seems to be waiting for the net- 
works to step forward. 

If broadcasters ever do entrust sur- 
veys to ARF, they'll probably marvel 
along with current printed media users 
at the accuracy of ARF methods. One- 
printed media man, Business Week's 
Herman Sturm, told sponsor an anec- 
dote which is a striking illustration. 
For an ARF study of Business Week, 
a Virginia reader was selected among 
those to be interviewed. The reader 
maintained, however, that he did not 
have time to take part in the test. The 
interviewer called Al Lehman, manag- 
ing director of ARF; to report the 
roadblock. Since the ARF never 
changes its sample test group, Lehman 
called the reader from New York and 
convinced him of the importance of 
the interview. 

Of course, the fact that ARF insures 
accuracy and believability of research 
doesn't mean that sellers are reduced 
to the role of order takers. There's 
still plenty of showmanship and sales- 
manship that has to go into any pitch 
based on ARF facts. • • • 


{Continued from page 27) 

Copacabana chorus. 

Some timebuyers. on the other hand, 
make you feel small. I've had one who 
sat and read his mail when I brought 
in one of my key station managers. 
I'd love to make that guy squirm and 
some day I will. We don't want to eat 
up time in a buyer's understandably 
merry-go-roundish day, but we appre- 
cia e a bit of old-fashioned hospital- 
ity and consideration." 

In Boston 





28 JANUARY 1952 




£ -3 Reasons Why 


M* The foremost national and local ad- 

^ vertisers use WEVD year aftei 

^^ year to reach the vast 

— * Jewish Market 

• of Metropolitan New York 

l^^p I. Top adult programming 

l^0» 2. Strong audience impact 

3. Inherent listener loyalty 
^^^ 4. Potential buying power 

^^^^W Send for a copy of 

^^ "WHO'S WttO ON WEVD" 



7-119 ? 

t 46th St., 

Don't like him but he's tops 

••I can live without seeing him for the 
next hundred years, but he's good. 
The man I refer to really can analyze 
an) t \ [>«" of pitch. He'll listen to you 
carefully and spot any flaw in your 
reasoning. He's quick to lop off cov- 
erage jrou can't really justify. I don't 
like him personally because he has the 
temperament of a bulldog, but 1 have 
to give him credit for keen judgement 
which some other better-mannered men 

This is one of the few men in the 
business who really understand the re- 
search facts they use. You find that a 
lot of timebuyers are very hazy about 
what ratings actually are and about 
how to use BMB. Not this one. But 
I wish he'd learn how to be more 

He makes his queries frank 

"My favorite among timebuyers makes 
his queries for availabilities specific 
and frank. But some of them want 
you to give them the maximum of in- 
formation but then make everything 
a mvstery to you. They dish out their 
queries in dribs and drabs, most of it 
vague, somewhat like an overcautious 
poker-player who exposes only the 
edges of the cards to himself. That 
keeps you in the dark as to what the 
account really wants and needs. But 
the smart buyer gives it to you spe- 
cifically and straight." 

Her door is open 

"She's busy but she never shuts the 
door in your face. When you've got 
something to say, you know you'll get 
a hearing. Consequently, you do your 
best to conserve her time though I'll 
admit sometimes a rep abuses his priv- 
ileges with timebuyers and wastes their 
time. But the particular girl I have in 
mind makes me feel it's only right that 
I be considerate. Her open-door policy 
plus her other traits like experience 
and knowledge of markets and stations 
make her a good timebuyer." 

He knows markets 

"I'm thinking of a man in a Chicago 
agency I used to call on who had a 
phenomena] market^by-market under- 
standing of the United States. He had 
traveled extensively both before and 
ill! 1 he became a timebuyer and he 
had a good basic educational back- 
ground which helped him to under- 
stand economics. You didn't have to 

go to him with a long pitch about how 
the people in a certain farm area were 
sure bets for shows at 6 a.m. or earlier. 
He knew. He'd been there. 

He had a wide acquaintance among 
station managers and he knew just 
what he could expect from them in the 
way of merchandising or program pro- 
motion. I can't help feeling that his 
first-hand knowledge gave him a far 
shrewder feel for buying than most 
timebuyers get sitting in New York or 
Chicago. He didn't buy by ratings. 
Actually, I suspect he could guess what 
the rating was pretty closely just by 
his knowledge of programing prefer- 

Some of your desk-bound buyers 
might have looked at ratings and dis- 
carded a show with a 1.5, not realizing 
that the program's main popularity 
was out beyond the five-cent call line 
in the country and actually had a big 
and loyal audience which was not be- 
ing measured. 

The one thing travel had done for 
this man was to prove to him that 
America was a patchwork quilt of dif- 
ferent ways of life, customs, condi- 
tions. He knew that it often makes 
more sense to have your selling pitch 


New York advertising agencies, film 
companies, networks. 


Experienced TV-Radio-Film Producer 

& Director. 

Creative — Conscientious — 

Excellent on detail. 


Seven years experience with 
Local stat'ons, networks, ad agencies; 
Trouble shoo 1 in g, direction & produc- 
tion — from preliminary planning to 


TV studio and agency production of 
programs and commercials — live & 
film. Camera work, staging, lighting, 

.sound effects. 

Film serif)! in g & editing — 16 & 35 mm. 

Direction, announcing, narration. 


given by the local talent in their own 
wav rather than on disks where the 
voices have the wrong accent for that 

He doesn't slap your wrist 

"The timebuyer I'll go to bat for is 
the one who has human understand- 
ing when something goes wrong. For 
example, there was a snafu in our 
shop recently when one of the other 
salesmen and I sold the same avail- 
abilities on one station. Everything 
was moving fast and a couple of days 
went by before I told the buyer he 
couldn't have the time he wanted. It 
hurt the buyer because this was a spe- 
cial push in that market but he showed 
real tolerance. 

You expect a buyer to stand up for 
his rights, but what puts that jaun- 
diced daub in the rep's eye is the 
Barrymoorish act of wrath and men- 
ace that an occasional timebuyer stages 
under such circumstances — especially 
if there's an account executive within 
aural range. You get the impulse to 
tell the timebuyer, T must be in the 
wrong room; I see that I have mis- 
taken the audition studio for the time- 
buying department'." 

He used to be a salesman 

"A guy I'll always appreciate is the 
top man in a New York agency time- 
buxing department who used to be a 
salesman himself. He appreciates your 
problems and that actually works to 
his advantage. One time his assistant 
bought a heavy schedule on a certain 
station for a saturation campaign. I 
knew that station was a mistake for the 
job that had to be done and that mine 
was better. This wasn't just jealousy. 
I had the facts. I called up this chief 
timebuyer and told him I was going to 
write him a letter about it and would 

call him the next day. By 11 the next 
morning the complete schedule was 
switched to my station. I got the busi- 
ness and the client got a better buy." 

She knows her own aeeounts 

"You'd be surprised at the number of 
buyers who do their job without even 
really understanding what the client's 
needs or objectives are. It's not the 
timebuyer's fault you can be sure but 
it certainly hampers their work. But 
some of them have a way of getting 
the facts they need. I know one gal 
who goes through a regular detective 
act to find out what's in the mind of 
the account executive. She'll call up a 
girl copywriter she knows and find out 
what was said in a copy meeting and 
she'll scout around like that till she 
has the picture." 

She knows how to use data 

"This girl has a sweet disposition but 
a sharp eye for figures. She really 
makes intelligent use of the data avail- 
able to her. When she uses BMB she 
knows that in some markets the figures 
are hopelessly out of date because 
there have been changes in power and 
affiliation. In other markets she knows 
it's still pretty good. 

You can't come in to her with five- 
year-old surveys and get anywhere. 
You can't throw her curves, either, 
with research that's slanted to make 
your station look good. You may walk 
in the door loaded with a survey that 
shows your station was out in front by 
a mile during the week of July 20th. 
'So what,' she'll say. 'That's the week 
there was a terrific winning streak on 
for the X ball team and your station 
carries baseball and sports news pre- 
dominately. Why didn't you make a 
survey before the baseball season?' 
She spots them every time." * * * 


{Continued from page 8) 

series to three rural co-operative power 
associations in south-central Minne- 
sota. The purpose behind this presen- 
tation is to offset the sly innuendoes 
the commercial power companies have 
been inserting in their copy implying 
that they have a monopoly on manage- 
ment, ability, etc. (In this respect it is 
interesting to note that the three asso- 
ciations co-sponsoring our series are 
extremely healthy — so much so that 
they're years ahead in the repayment 
of their investment, etc.) 

Our co-sponsors have instructed us 
to direct their announcements to get- 
ting over the idea that they, the farmer- 
members of the rural power co-ops, 
have been privileged to enjoy the many 
hours of fine programs sent to them 
via KNUJ by their city cousins. In 
reciprocity they are presenting this fine 

Jack H. Duncan 
General Manager, 
KNUJ, New Vim, Minn. 


I think that Joe Ward's article 
"What radio should know about selling 
retailers" in your 22 October issue is 
one of the best and most useful articles 
I have seen for radio management and 
personnel in the 23 years that I have 
been in the business. 

I want enough copies to give to 
every employee of our stations in Mon- 
roe and New Orleans. Please enter my 
order for 50 reprints. 

Paul H. Goldman, V.P. & Gen. Mgr. 

KNOE, Monroe, La. 

28 JANUARY 1952 

Radio sells radio 

One. of the mysteries of life, so far 
a> we arc concerned, was the puzzling 
reluctance which broadcasters had for 
promoting themselves via their own 

Since everybody listens to radio, we 
have argued for years that radio is in 
an ideal position to further itself with 
both listeners and advertisers 1>\ prop- 
er broadcasts. 

There have been scattered efforts. 
Some stations have tried advertising 
columns of the air; others have de- 
scribed their behind-the-scenes picture: 
others have used announcements. But 
only of late has the "Use radio to pro- 
mote radio'" concept reallj sunk in. 

On page 37 of this issue some of the 
campaigns that are taking hold are re- 
ported. Most prominent is the '"W her- 
ever you go . . . there's radio!" cam- 
paign which is being promoted via 
song, announcements, window displays, 
printed ads. and even airplane stream- 
ers in a host of cities. But no under- 
taking anywhere is more professional 
or thorough!) merchandised than the 
"When \ou tune in radio, you tune in 
sales," campaign currently underway 

b\ the Radio Broadcast Management 
Council of Rochester, Y Y. Impres- 
sive brochures relating sponsor result 
stories spearhead the effort. 

What does this mean to advertisers? 
The promotion by stations beamed at 
listeners will result in more listening. 
The promotion beamed at you should 
result in better analysis b\ broadcast- 
ers of what they have to sell, and con- 
sequentl) better information on which 
id base your broadcast buying. 

Substitute for Red Channels 

''How to keep reds off the air — 
sanely'* was the title of sponsor's third 
and concluding article of its widely- 
quoted Red Channels series (see 5 No- 
\ ember, page 32). Several methods 
that would give accused talent a dem- 
ocratic opportunity to tell their side of 
the story, and be judged accordingly, 
were proposed. 

Now comes the Philip Loeb case. 
Mr. Loeb has enough black marks on 
his record I some of which Red Chan- 
nels has recorded ) to have scared off 
prospective sponsors for The Goldbergs 
v hen he was a member of the cast. 
Without Mr. Loeb it became quickly 
salable. But Mr. Loeb maintains that 
he can prove his innocence, and has 
put his case before the TVA. 

Thus far, the TVA has approached 
this case in a dignified and sensible 
manner. If the follow-through is 
marked by judicial objectivity and 
fact-finding a pattern may be estab- 
lished that will, at one stroke, make a 
>\stem of accuser-judge-jury such as 
Red Channels obsolete. We have re- 
peatedly maintained that advertisers 
and agencies will be happy when a 
system is developed that gives talent a 
fair and democratic break. 

Philip Loci) ma\ be proven guilt) of 
communistic tendencies and acti\it\: 

he may be proven innocent. Whichever 
it is — we hope that TVA does it- work 
well enough to serve as a standard. 
The industry needs one. 

Will Nielsen go Radox? 

If we read rightly the settlement of 
the suit that A. E. Sindlinger instituted 
against Nielsen and Hooper 21 months 
ago it appears that one of these days 
Art Nielsen will scrap his ultra-expen- 
sive Vudimeter system in favor of the 
economical, speedier Radox formula. 

In an out-of-court settlement in mid- 
January Al Sindlinger received $75,- 
003, of which A. C. Nielsen Co. paid 
$75,000, V. C. Nielsen personally $1, 
C. E. Hooper personally $1, and Henry 
Bahmel (Nielsen's engineer!. SI. 

Actually, the result was both a vic- 
tory for Sindlinger and a compromise 
with Nielsen. For the terms of the 
agreement give both Nielsen and Sind- 
linger the right to operate via the Ra- 
dox method of matching station sig- 
nals and thereby determining tuning- 
in ratings. Nielsen is now the new 
owner of the signal-matching patent, 
and Sindlinger becomes a licensee with 
the right to secure sub-licensees. 

Sindlinger points out that for two 
\ears Nielsen is restrained from ob- 
taining additional licensees except 
where he owns 51 % or more of the 
licensee. As Sindlinger sees it. his ap- 
proach will be to sell the TV city group 
while Nielsen specializes in selling the 
agency and advertiser — both using the 
Radox signal-matching system. 

It ma) be that Nielsen will stay with 
Audimeter, but we doubt it. The enor- 
mous cost and difficulty of maintaining 
his small sample via this electronic de- 
vice has been quite a cross to bear. In 
our opinion. Nielsen will render a far 
faster, better and expanded rating serv- 
ice with the Radox patent working over 
telephone company lines. 


The big experiment 

With 16,000,000 T\ sets in use 
(about 3 to I over the circulation of 
even the top magazine medium, Life) 
Pal Weaver, vice president in charge 
of NBC Television, figures that he 
stands a good chance of putting To- 
day over a- television's first earl} 
morning advertising hit. 

Today is no small undertaking, 

and I'at Weaver has staked much of 
his rapidly growing reputation as TV's 
Number One broadcaster on its suc- 
cess. Its concept is big: its cast for- 
midable. In the face of plenty of pes- 
simistic beadshaking and brickbats b) 
such columnists as John Crosby, To- 
day is on its expensive way. 

Our hope is that Weaver, who has 
pulled off mam a coup, will have an- 

other. For if Today proves a satis- 
factory vehicle for advertisers the field 
will lie wide open for the sort of pro- 
gram pioneering that both radio and 
TV need. The dearth of broadcast ad- 
vertising trail-blazing max. in the past, 
have been due to lack of financial sup- 
port to had up creativeness and cour- 
age. II -<>. Today's success will bring 
forth the missing ingredient. 



YEAR 1900 

In 1400, ,t sets familiar sign jmone hundreds of others was this one pictured abosc. Yiy the metal 
sign tacked to the tree and the ad painted on a barn were a major part of America's advertising 
effort in I 400. And in those sears it was successful advertising — it reached people! 
I rom this form ot advertising, main companies grew to be today's largest manufacturers. 
Iwents fise years ago, radio had its beginning and soon had its place next to newspapers and magazines 
Radio itsell built great companies and made them even greater because it gave the advertisers 
a new method of reaching more people more frequently and more efficiently. 
loda\. television has been added and with its added impetus of sight and motion, together with 
the spoken word, has already taken its place in the American "scheme of advertising." The basis of 
today's successful advertising is the more modern media . . . and television is the most modern 
of them all. Its full potency has not set been determined. 

In Wl W I and we base found, however, that the combination of television and radio reaches 
more people more often and more economically than any other combination of media. The technique i: 
as new and modern as television itself. 








and company 

TVs crazy quilt: production 
facilities costs— p. 32 



s 25-year "gusher" for oil firm — see p. 27 



n, Money 
, Motives 

rtr. Sponsor; 
Ronzoni, Jr. 

paqe 20 

Cities Ser- 
vice's 25 
Years on Air 

paqe 27 

Station Reps 
I Like 
and Why 

page 30 

Hot Issues 
This Week 


Stores Use 
Air Smartly 

page 36 

TV on a 

BMI Clinics 
Hypo Local 
Radio Punch 

page 40 




page 46 





Ev Meade 

paqe 56 

New in 

pag« 56 




News — stepped up by two giant political conventions coming up, 

by a lingering war situation — is more in demand than ever before! 

And in the WLS-blanketed Chicago-Midwest, that demand 

results in larger and larger WLS listening audiences— in two more 

news broadcasts added to the already fast-selling WLS schedule. 

Check today on availabilities adjacent to or within one or more of these 

WLS newcasts. Some are sold but you'll find a profitable opening for 

your product somewhere in these eight great sales opportunities: 


45 A.M. 11:30 A.M. 
7:30 A.M. 12:30 P.M. 
7:45 A.M. 6:00 P.M. 

(and 9:45 P.M. en Saturdays) 




Al Tiffany 
4 top men — Midwest- 
trained for Midwest 
listeners — deliver 
these eight daily 
newscasts on WLS. 




"Today" lands 6 

sponsors; more 

in offing 


for "Today" 

is $1.79 

George Kern 

named B & B 

media director 

Sponsors may 

back book on 

farm radio 

Dept. store 

radio users 

show knowhow 

CBS-radio steps 

up merchandising, 

signs with A&P 

NBC-TV's "Today" had 6 sponsors at press-time with several others 
close to signing . Among best prospects were makers of cereal, coffee, 
cigarettes, clocks, frozen orange juice, and magazine publishers. 
Present 6 sponsors are: Kiplinger ("Changing Times" magazine); Excello 
Corp. (milk containers) ; Kenwill Corp. (paint roller) ; Anahist ; Curtis 
Publishing. First commercial announcement on "Today," for Kiplinger' s 
"Changing Times," drew 50,200 requests, by final tally . 


First week rating of "Today" was 5.3 (American Research Bureau). That 
represented 538,000 homes, 1,129,000 viewers. Audience composition 
was 20% men, 42% women, 38% children. Cost-per-1,000 for 5-minut e 
segment is $1.79 . Arthur Godfre y, with simulcast of morning show now 
carried 4 days on CBS-TV (10:15 to 10:30 a.m. EST), t opped "Today" in 
first week . Godfrey's rating was 12.4 (ARB). Sponsor is Lever Bros. 


Benton & Bowles chief timebuyer, George Kern, has been named to one of 
3 newly created media director posts at agency. He will work on all 
media — not just AM and TV — for group of accounts. Probably first 
time major agency has elevated timebuyer to over-all media role, move 
is step toward greater recognition of radio-TV-buyers . Kern has been 
with B & B since 1941, will work under over-all supervision of H. H. 
Dobberteen, vice president in charge of media. 


Leading manufacturer of farm machinery has expressed willingness to 
put up $5,000 towards turning out book on how much farm radio can do 
to sell goods. Other manufacturers as well have expressed interest in 
backing project, designed to aid all present and potential sponsors. 


Leaders among department store air advertisers know how to use radio 
effectively, knowhow shown by NRDGA radio contest winners proves (see 
page 36). Standout among them are Schuneman's, St. Paul; Milwaukee 
Boston Store; Wyman's, South Bend, among others. Wyman's has been on 
WSBT, South Bend, since June 1947, with main objective to "sell spe- 
cific merchandise," as well as promote store name. 


As predicted by SPONSOR (17 December, "The new network merchandising 
era is here"), CBS has stepped up its merchandising a ct ivit y, signed 
recently with A&P for in-store promotion of CBS sponsors (details page 
35). Pilot operation for CBS merchandising is Red Skelton show, which 
gives sponsor special merchandising services in order to make one- 
shots effective. In addition to merchandising provided free by CBS, 
one Red Skelton sponsor (Pepperell, 2 January) spent $60-70,000 for 
tie-ins with radio (via Benton & Bowles). CBS merchandising special- 
ist, Ralph Neave, worked closely with agency. 

«R, New York 22. 

t SPONSOR Public! 

. Baltimore, Mil. 

. Circulation Offlc* 

REPORT TO SPONSORS for 11 February 1952 

New Ziv show Frederic W. Ziv's "I Was a Communist for the FBI" is scheduled to go 
sells in 236 on air 30 March, had been sold in 236 cities at presstime . Here's box 
cities to date score on sales: 125 or 53% were direct to stations; 26 or 11% to 

banks; 20 or 8.5% to industrial firms; 19 or 8% to bakeries; 12 or 
5.1% to auto dealers and same number to appliance dealers; 22 or 9.3% 
miscellaneous. Ziv expects minimum of 400 cities sold by airtime. 


Radio upped When new Benrus spot radio and TV schedule is complete, there'll be 
in new Benrus greater emphasis on radio than last year , SPONSOR learned. Over-all, 
spot schedule Benrus budget has hit all time high of $3,000,000, with 75-80% of con- 
sumer money going to air media. Budget hike follows sales growth of 
Benrus ( from $16,000,000 net sales in 1950 to $20,000,000 in 1951 ) . 
Survey by independent research firm disclosed percentage gain in unit 
sales was higher for Benrus than any other watch firm. 


APS enters Associated Program Service has entered TV film distribution with cat- 
TV film alogue of over 500 educational motion pictures produced by Encyclopedia 

distribution Brittanica Films. APS vice president and general manager, Maurice B. 
Mitchell, reveals films will be revised for TV, packaged in related 
series ; Mitch will push films intensively to advertisers and stations 
throughout nation . Encyclopedia Brittanica Films is probably best 
known educational movie firm. 


ABC plans more ABC plans more saturation audience-promotion campaigns like one just 
aud. promotion completed in 5 cities where it has & stations (New York, Chicago, 
campaigns L.A. , San Francisco, Detroit). Campaign, for 9 soap operas, lasted 3 
weeks (starting 21 January), included ads in 6 newspapers and exten- 
sive announcement schedule. Newspaper ads appeared away from radio 
pages, had editorial format with emotional-appeal heads. Thinking be- 
hind approach was that soap opera listeners do not turn to radio page 
to find out about time or station since they already have formed hab- 
its. So, to get new listeners, ads were placed on pages where women 
are likely to turn . 


Columbia Records Columbia Records today (11 February) launched test radio campaign , 

launches test using 5 markets, in connection with firm's latest promotional wrinkle 
AM campaign — "Your LP Record Preview." Latter is LP platter containing excerpts 
from new records of month. Radio copy is built around fact that con- 
sumer cannot only hear this monthly digest in record stores but can 
also borrow platter for home listening. Markets are Cincinnati, Pitts- 
burgh, Providence, Springfield, Mass., and Washington, D. C. Columbia 
hopes to prove to dealers that radio is best means of putting across 
preview idea . 


N.Y. AM stations Case for continued strength of radio listening has vigorous exponents 
stating radio's in New York market, with WOR study of AM listening following close on 
case vigorously heels of WNEW listening vs. looking study (see P. S. , page 22). WOR 
reveals that average quarter-hour AM audience in New York is larger 
today than 5 years ago and that 60% of TV set owners spend time lis- 
tening to AM by day, ov er 50% listen at night . 


Get this. ..he wants a "reasonably 
priced show with real big-time 
Hollywood production values." 
What shall I say? 

Say yes. . .then call Consolidated 
and ask them to airmail us a print 
of "The Best Things in Life/' 

Right! "The Best Things in Life" does 
have the distinction of being a realistically 
priced telefilm series with major- studio 

And why not! Scripts are by Bill Roberts 
... a motion picture writer with two 
Academy Award nominations to his credit. 
Direction, casting and camera work are all 
supervised by top Hollywood craftsmen. 
Story fine? Emotional conflicts that side- 
track our pursuit of happiness. Adult 
drama to keep your viewers - or customers 
-at rapt attention from beginning to end. 
"The Best Things in Life," a New World 
Productions release, is available as a 15 or 
30 minute show . . . with a complete story 
in either case. An audition print and full 
information may be had by calling 

Consolidated Television Sales 

A division of Consolidated Television Productions, Inc. 

25 Vanderbilt Ave. , New York 17, MU 6-7543 
612 Michigan Ave., Chicago 11, MI 2-5231 



Villi/ oldest net sponsor sticks to radio, music 

Cities Service celebrates 25 years on air, has spent $18,000,000 during 
that time, got highly successful music shows 

Reps I Like rind Why 

TV's crazy quilt: facilities costs 

What are the hot issues this week? 

These department stores do top jobs on the air 

air is demonstrated by winners in 

Can 81,000,000 buy a big TV campaign? 

BlftM Clinics spark local showmanship 


Small advertisers on TV 

A SPONSOR look-see into the successful use of TV by advertisers with 
limited budgets. How they do it. The results 

What every young timebuyer should know 

Should transcriptions be tagged on the air? 

SPONSOR survey reveals pro and con arguments on the tagging of 







P. S. 








COVER: Maintaining musical approach con- 
sistently, Cities Service will celebrate 25 con- 
tinuous years on NBC on 18 February. Here 
(I. to r.J bandmaster Paul Lavalle, M. H. 
"Deac" Aylesworth (who landed Cities Service 
&' NBC client while president of the network 
and is now the same firm's air consultant), 
and veteran announcer Ford Bond. 

>er Gler 

Editor & President: Norman R. Gler 

Secretary-Treasurer: Elaine 

Executive Editor: Ben Bodec 

Managing Editor: Miles David 

Senior Editor: Charles Sinclair 

Department Editor: Fred Birnbaum 

Ass't Editors: Lila Lederman, Richard A. 

Contributing Editors: Robert J. Landry. Bob 

Art Director: Si Frankel 

Photographer: Jean Raeburn 

Vice-President- Advertising: Norman Knight 

Advertising Department: Edwin D. Cooper 
(Western Manager), George Weiss (Trav- 
eling Representative, Chicago Office), John 
A. Kovchok (Production Manager), Cynthia 
Soley, John McCormack 

Vice-President - Business Mgr.: Bernard Piatt 

Circulation Department: Evelyn Sarz (Sub- 
iager), Emily Cutillo. Joseph- 

> Vill,-,- 


. Davis 

Secretary to Publisher: Augusta Shearman 
Office Manager: Olive Sherban 

Published biweekly hy SPONSOR PUBLICATIONS INC.. 

I, inr, I .till) TV. Kve.ulivc. K.lilorial. Circulation ind 

VdvetUsniE om.-.-s: .'.111 Madison Ave.. New York 22. 

N. V. Tele I,.. MI rray ll.ll 8-2772. Chicago Office: 

161 E. Grand \ ve. . Suite 1 in Telephone SI |.erior 7-9883. 
West ('nasi Ofttee: HIIS7 Sunset Iioulevard. Lo« Angelea. 

Tele, ne Hillside Siisu Printing Office: 3110 Elm 

Ave.. Baltimore 11. Mil. Subscriptions: United Statu 

Primed in' I: S. A. Address all curreauomlenc* to 5U 
Mii.ll-i.n AvMit.c New York 22. N Y. C.myright 1952. 

results with 



he Mason Jackson Company, Shreveport 


The Mason Jackson Company is one of the best-known 
food brokerage houses in the Louisiana-Arkansas-Texas 
area. It is a hard-hitting organization headed up by a 
man who knows selling. This is what he recently wrote us: 


V-'omplete coverage of a trading area brings out- 
mding results. That has been our experience with 
WKH's complete coverage of Northwest Louisiana, 
mthwest Arkansas and East Texas, the Ark-La-Tex. 
s food brokers, serving this vast area, we have 
;en well pleased with the results obtained for our 

(Signed) Mason Jackson, Jr. 


Study No. 2— Spring 1949 
KWKH's daytime BMB circulation is 303,230 families, 
daytime, in 87 Louisiana, Arkansas and Texas counties. 
227,701 or 75.0% of these families are "average daily 
listeners". (Nighttime BMB Map shows 268,590 families in 
112 Louisiana, Arkansas, Texas, New Mexico, Mississippi 
and Oklahoma counties.) 


A Shreveport Times Station 

Texas | 


0,000 Watts • CBS 

The Branham Company 


Henry Clay, General Manager 

that's what 
you like about 
the South's 

Baton Rouge 

Name your index — and Baton 
Rouge stands out as a quality 
market. Take retail sales — up 
285 r 'i in a decade. Take effec- 
tive buying income: $5167 per 
family and $1519 per capita, 
each 15% above the U. S. aver- 
age. Take bank deposits — up 
370.5% in a decade. Take in- 
dustrial expansion — $127 mil- 
lion will be spent in 1952 by 
just 12 of Baton Rouge's indus- 
trial firms. Take population — 
up 257% in a decade. 

With exclusive NBC and local 
programming, reaching the larg- 
est overall audience of any sta- 
tion in the market, WJBO effec- 
tively delivers one of the na- 
tion's fastest growing trading 
areas. For sales activity of your 
own, come South to WJBO. 




ill lit s 


Robert J. Landry 

Storm clouds overhead 

An advertisers' counter-offensive against present high studio costs 
in big-town, big-time television production is clearly in the making. 
Quietly but actively the issue is being primed for full-dress panel. 
discussion at the spring convention of the American Association of 
Advertising Agencies at White Sulphur Springs, W. Va., April 3, 4, 
5. Breakdowns and itemizations from as many fellow-agencies as 
will supplv data are being collated right now by a special 4A's com- 
mittee under the chairmanship of Walter Craig of Benton & Bowles. 

How far the agencies go, in the end, will depend upon the reac- 
tions — and the instructions — of their clients. The point seems to be 
that the agencies have already sensed account uneasiness as more 
and more TV advertisers come to realize, in more and more detail, 
precisely how video production diverges from the long-established 
practices in the radio studios. 

Agencies clearly don't want to be caught, in a somnambulant 
posture, between the new fiscal \vays and auditing philosophy of the 
networks on the one side and the question-asking trend of their 
clients on the other side. 

Disputes between networks and agencies as to TV studio charges 
and extras are commonplace today. The significance of the Craig 

For another article on this subject please see page 32) 

Committee report now in preparation lies in the spotlight it will 
throw, finally, upon the TV practice of adding "overhead" to practi- 
cally every piece of gear used in a studio. The 4A's, or an influential 
segment thereof, wants the matter thrashed out and resolved. 

* * * 

Naturally there are two sides. The nets have argued that they are 
heavily in debt, that the whole burden of video development has been 
borne by the broadcaster rather than the advertiser. Hence — runs the 
network credo — TV has a cost-accountancy tailored to TV condi- 
tions. Radio is as radio does — and the comparison is not too mean- 

* * * 

Here's the sort of thing they quarrel about: Typically three cam- 
eras costing $250 an hour, whether for rehearsal or air, rate only 
one boom. Yet almost any show requires a second boom, so as not 
to constrict the movement of actors out of one camera range into 
another. Why, ask the agency dissidents, should the client have to 
(Please turn to page 66) 



In March 1952 CMQ-TV will inau- 
gurate its National Television Network, 
which will cover 80% of the Cuban ter- 
ritory-a market of over FIVE MILLION 
consumers Besides the Havana station, 
now in actual operation, FOUR other 
television stations will be in operation 
in Matanzas, Santa Clara. Camagiiey and 
Santiago de Cuba. 

CMQ Television now offers the ad- 
NETWORK, total and efficient coverage 
of the Island of Cuba - THIRD NA- 

M.lrhnr lin- ,; I. In.- I '. 1.-..-I '., l'I„;„. \... ),,,),- (),,l. .V. 1. 












S000 watts 

385 feet 

9382 W. 

18765 W 



soo „ 

760 „ 

1507 » 

3015 •• 



5000 „ 

1020 „ 

8439 » 

16878 » 



500 „ 

650 „ 

896 » 

1793 » 



5000 „ 

1760 „ 


7802 .. 


15604 » 


ba... le: 

11 FEBRUARY 1952 


The Range Rider, in fact, outscouts 'em all- 
Buffalo Bill, Dan'l Boone, Kit Carson, any of the 
other heroes of the early American frontier. 
Fringed buckskin, moccasins and all, he's as ready 
with his wits as with his six-guns and fists. 

This six-foot>four-inch pioneer is just the man 
to bring down your television cost-per-thousand 
... to give you a top-dollar viewing audience 
at a cost in nickels. 

The Range Rider's first series of half-hour films 
for TV has been sure-fire. (We'd be pleased 
to show you the score to date in 21 of the 
nation's major television markets.) 

Now a total of 52 films is available to advertisers, 
all of them made especially for television 
by the same production unit responsible for 
Gene Autry's topflight TV series. 

If you act quickly, your competitors' chances 
aren't worth a plugged nickel. First-run rights 
are still available in many of your best television 
markets. Just ask your CBS Television Film Sales 
representative about The Range Rider today. 


ALSO AVAILABLE: The Gene Autry Show, Strange Adventure, 
Cases of Eddie Drake, Holiday in Paris, Barber of Seville, 
Betsy and the Magic Key, Vienna Philharmonic Orchestra, 
Hollywood on the Line, and World's Immortal Operas. 


lete lastyear! 

*6,936,406 1o be exact^almost 
all containing proof of purchase. 
That's one letter every 4.6 sec- 
onds, day in day out, 7 days a 
week, 52 weeks a year. A record? 
Of course it is! And it's also an 
indelible record of CKAC's faith- 
ful listenership. Our bulging 
mailbags prove our point: CKAC 
gets results — at lowest cost per 


CBS Outlet In Montreal 

Key Station of the 

TRANS-QUEBEC radio group 



™ 730 on the dial • 10 kilowatts 


Ml J. Young Jr. - New York. Chicago 

Omer Renaud & Co. — Toronto 




With all the recent concentration on 
where radio listeners are hiding these 
days — kitchens, bedrooms, automo- 
biles, etc. — there is a trend in televi- 
sion set location that might as well be 
brought to light. 

Television sets are being relocated 
from sunrooms, dining rooms, play- 
rooms, and believe-it-or-not, placed in 
the bedroom. In fact, the bedroom 
may suddenly contest the living room 
because of its viewing comfort and 
real relaxation possibilities. 

This trek to the bedroom is especial- 
ly visible in homes and apartments 
with both an old 10- or 12-inch set 
and a new large screen model. 

Rather than accept the few dollars 
that dealers are willing to give for the 
trade-in, many owners prefer the mul- 
tiple advantages of keeping the old set 
and moving it to the bedroom. 

What are some of the advantages of 
such a set-up? First, the bedlam of 
Howdy Doody can be isolated in one 
part of the house; second, child vs. 
adult program squabbles disappear 
rapidly; third, the amount of health- 
ful rest the body can enjoy in bed takes 
a big jump upward. 

What effect this trend will have on 
late hour commercial techniques or 
programing would be hard to assay, if 
in fact there should be any effects at 
all. The average number of weekly 
viewing hours very definitely jumps, 
however. And program enjoyment is 
decidedly enhanced. Ratings on who- 
dun-its and psychological dramas 
should jump also because people feel 
safer in bed. 

All in all, it's a real luxury and if I 
know the luxury-loving American peo- 
ple and their TV dealers, bedroom 
viewing is in for some important pro- 
motion once the word gets around. 
Tom Wright 
Dundes & Frank, Inc. 
New York 

We were very favorably impressed 
with the recent reprint which we re- 
ceived from your magazine entitled 
"How to blend film commercial tech- 

niques" (sponsor, 19 November, 
1951). We thought the material was 
well put together and very usable. 

We would appreciate receiving any- 
thing further along this line. And also, 
we would like our name entered on 
sponsor's subscription list. We would 
like our subscription to start as soon as 
possible, and request that you bill us 
at that time. 

Helen Alexieve 
Radio/TV Director 
MacWilkins, Cole & Weber 
Portland, Oregon 


The following will, undoubtedly, be 
of interest to your readers: 

"Validity of Dolcin patent acknowl- 
edged by Rhodes." 

"Rhodes Pharmacal (Canada) Lim- 
ited, J. M. Inwood Limited and Field- 
well Products Limited acknowledge the 
validity of the Dolcin patent and have 
agreed to cease and desist from infring- 

"In consideration of Dolcin Limit- 
ed's agreeing to withdraw its infringe- 
ment suits against Rhodes, Inwood and 
Fieldwell, they will cease and desist 
producing and selling Rhodes imitation 
of the Dolcin formula by 31st Decem- 
ber, 1951." 

D. H. Love 
Dolcin Limited 
Toronto, Canada 


Either someone's been stealing my 
sponsor's, or our subscription has run 
out. In any case, I miss it! 

Please check your records. If our 
subscription has expired, we want a 
renewal quick! 

Gene Key 

Radio/TV Dir. 

Ray Beall Advertising, Dallas 


We read with keen interest your ar- 
ticle in SPONSOR, "Why don't advertis- 
ers use more farm radio?" We thought 
it was a good picture. 

Just as a little suggestion, not for 
publicity on our part but for a more 
thorough bird's-eye view, why not do 
this: Contact the Farm Directors of 
each one of these stations and get them 
(Please turn to page 94) 


In any industry, the leader is always the target. That's true whether you're 
making shoes, toys ... or turning out research reports. \ 

Pulse, Inc. is turning out research reports . . . the best in the industry. 
That's why more stations subscribe to Pulse . . . more agencies use Pulse. 
. . . than the competitive reports turned out by any other rating service! ' 

Pulse's number one position means that it's the target for a lot of 
"snowballs." But they're easy to melt. As a matter of fact, let's melt a 
few of them now. 








"Chappell was nominated by Sydney Roslow" to serve 

Special Test Survey Committee. 

Excerpt of a letter from Ken Baker, civ 

to Sydney Roslow: "I stepped to the ph 

Larry Deckinger and Matt Chappell 

Chappell was 

1 the 

ited . . . both\ 

jalified for the post . 

al member of the 

lireling for C. E. Hooper, I 

s of c 

and c 

according to Pulse, 
he was acceptable. 

, .....^n showed 
ork programs in 1949. Hooperat- 

"Pulse," charges Chappell, "uses a quota-type : 

viewers select the homes they visit." 

Pulse uses a probability sample 

of scientific accuracy. Interviewers have no cr 

of homes. 

"U. S. Hooperating (now defunct) and natio 

close correlation in ratings of n 

Multi-market ratings for 
daytime: 82%; 
ther than Multi- 
higher. (If you 
l the current picture— or the picture 
send it to you.) 

viewer," Mr. Breyer quotes A. C. 
you try it." 
tations recently tried it . . . and concluded: 
nore accurate than the coincidental method, 
ied out as efficiently as this, all of us can 
are intended . . . without reservation." 
i approved and endorsed Chappell report 

Nielsen national ratings and 
March-April, 1951, showed a < 
nighttime: 83%. If Pulse had been national, i 
market, the correlation would have been eve 
would like more informatio 
i-ask Pulse 

three ye< 


Nielsen, "is a re 

A group of soutl 

"This type of sun 

If all surveys ar 

utilize surveys a: 

Test Survey Con 

. . . implied a reicm uu . 

No member of Committee (except Chappell) approved 

Chappell report. In fact, ~" - 

in the ad. 

mbers resented use of thei 


Anybody who wants to know the facts about his show and the audience 
that's hearing or watching it, can find out by contacting 

PULSE the number 1 choice 
of research men who use radio 
and television ratings. 


silk hat 

PULSE • 15 West 46th Street; New York, N. Y. 

*Ask Pulse to send you its analysis of Chappell's report. 

11 FEBRUARY 1952 

The road to ATLANTIC CITY. 






SthTitf: £•■ -m^ X .If;] 

than 5,000 v 
When it's first on the dial ! Operating a 

kilocycles. WFILs V00O watts provide cov 
equal to twenty times the power .11 double (I 
jn-.iu.il. ■■ loo, 000 watts at 1 1 JO kiloiyck 

Direct Route to the Seashore 

Take a shortcut to sales in the "Playground o 
the World" through WFIL-adelphia. It's th- 
fastest way to reach a city with 12 millioi 
visitors who spend $121 million a year a 
retail, including $38 million in hotels alone 
Here, too, is a permanent radio-home popula 
tion of 68,640. For your summer radio cam 
paign, remember . . . hordes of shoppers wh 
buy in Philadelphia live or relax in Atlanti 
City and nearby resorts . . . and in this area c 
wealth and free spending WFIL outpulls st£ 
tions 10 times more powerful. 

d All of America's 3 rd Market 



HAROLD E. BAGGS, Hotel Executive — 
This WFIL fan is general manager of the 
Traymore, one of Atlantic City's 341 ho- 
tels. It's but an overnight train ride (or less ) 
to the shore for 90,000,000 Americans. 

''//Aval t\l, (Si •»/!»; 

MRS. F. BERGE, Specialty Shop Buyer- 
She buys cosmetics and hosiery for Horn- 
berger's, one of the city's 235 apparel 
stores which sell $15,678,000 worth of 
goods a year. She's a regular WFIL listener. 

ALBERT N. CRAMER, Building Contractor 
—In a town with 23,000 guest rooms, re- 
pairs and new construction keep men like 
Mr. Cramer busy all year. Like many 
residents he listens regularly to WFIL. 

. . .WFIL - Philadelphia's 
14-County Salesman" 

Atlantic City and the thriving seashore resorts 
are just a few of the 147 rich urban zones in 
the 14-county Philadelphia Retail Trading 
Area best reached by WFIL. Your message 
can be heard loud and clear by more than 
4,400,000 people with buying power of 
S6,981, 101,000 in this vast market. Listening, 
too, are millions more in the huge bonus area 
beyond. Total coverage: a zone with more 
than S9 billion in buying power. You're first 
on the dial in America's Third Market when 
you schedule WFIL. 


IN S" 5 / 






WFBM Radio Is First 
in Listening, Too! 

* First in the morning] 
•k First in the afternoon] 

•k and a Great Big First at Night] 
50% more listeners at night than 
any other Indianapolis station. 

• Hooper Ratings, Februory through April, 1951 

Says W. R. Taylor, Partner 


107 North 7th Street, Marshall, Illinois 


• It's 90 miles from Indianapolis to Marshall, Illinois — but the 
Hoosier capital's first station— WFBM-TV— is the station in Marshall 
just the same! 

And Marshall's only one community outside the WFBM-TV 60- 
mile area where enthusiastic televiewers depend on this great station. 
In addition, thousands of farm families, like their town and city 
cousins, tune in WFBM-TV regularly! 

It couldn't happen in a finer market! And it couldn't happen to 
more deserving people than the advertisers on WFBM-TV! For the 
cost of reaching the compact, money-loaded heart of the Hoosier 
State they get a rich bonus in high-income families living 75, 100, and 
even more miles away from WFBM-TV's transmitter. 1952 will be a 
bigger, better, more sales producing year for your clients if they're 
on WFBM-TV, too! 




New and renew 

11 FEBRUARY 1952 

/. \<»ir on Radio Networks 

AGENCY NO. OF NET STATIONS PROGRAM, time, start, duratio, 

; 16 Febj 14 wks 

Rublcam CBS 

,.„.• ,\ Beldlng CBS 

Philip Hoi 
rime Ine 

Sank:. Salul.- Willi Win Klliol: Sal >»:2.-.-.i<> ,..,.: 21. 

J.,ii; 2 1 wk- 
Mr. t I. ..... I. .... : Th 9-9:25 pm; 21 Jan; 52 wks 

IM.il;,. M.,r,i- H;,vl,„„ ., Ilr..a.lway; >.." 8:30-9 pm ; 

13 Jan; <. I wks 
\ Citizen \i.»- the News; M-F I n : 30-35 pm; 23 Jan; 

Godfrej : >l-l 

.. k- 

2. Renewed on ttatlio Networhs 

NO. OF NET STATIONS PROGRAM, time, start, duratio 

..II...-.- 1 erry-Hanlj 

godyear Tir.- £ Rul.l 

CBS 188 

Bill Shad. 
52 wks 

1 and the News; 

\l!< 285 

The Great 

si Storj l ver I. 

CBS 157 


tes; Sun 2:30 
rs; Sun 10:30. 

pm; « Jan: .".2 wks 

3. Veu« National Spot Ratlio Business 


For.l Dealers \«U.- 

: Feb; 1-2 wks 

K.iiv,,,, „v F. kl.ar.lt 

4. National Broath'ast Sales Executives 





KLRA, Little Rock, prom m S r 

Same, local s| s mgr 


.r.-t Ucott 

Kaiz. N. V.. member -1- dept 

Sam.-. -Is sve mgr for ri 


T. Aubrey J 

KTTV. Hlywd., ncct exec 

KNXT, Hlywd., sis mgr 


N. Babeork 

WGBS, Miami, sis mgr 

Same, managing .lir 



Southwest network, II Paso, sis mgr 

KROD, El Paso, vp 


t L. Coe 

Independent management consultant, 

DuMont, N.Y., -t» rclati 

J. Ro 

bert 1 ovlngtoi 

lefferson Standard Broadcasting Co, 
Charlotte (WBT. WBTV). prom mgr 

Si • a "' sU ' prora vp 

1 h.,r 

- II. (rulrlif, 


Jefferson Standard Broadcasting Co, 
Charlotte, vp (WBT, WBTV) 

S ' • exec v * (—«•»«• 


t M. Dooley 

VTOW-TV, Omaha, sen sis mgr 

Blair-TV. N.Y., sis mgr 

i bar 

- N. Erani 

WIZE. Springfield. I)., stn mgr 

W ING, Dayton, st„ mgr 

1 •■.II 

v Faust 

CBS Radio, N.Y., acct exec 

Same, eastern -Is mgr 


S. Gallery 

DuMont, N.Y., sports, news, special 
events <lir 

Mil N.Y., .lir - 1- fo 



Stn rep vp 

Cill-Keefc .\ Perna, N/1 


C. Gilmore 

M(.M K.i.li.. Mlra.lions. NY. (in charge 

western Pennsylvania si- » 

W Mill. Johnstown, Pa., 


1 F. ll.illi.lav 

a A. Bum 


/i>. N.Y., sis rep (Indiana) 

Paul II. Raymer Co, N.V.. member -1- 

Same, dlv -Is mgr (India 

ern Missouri) 
Katz, N.Y., member rad 

• In next issue: New and Renewed on Television (Network and Spot); 
Station Representation Changes; Advertising Agency Personnel Changes 

Numbers after names 
refer to New and 
Renew category 
Margaret Alcott (4) 
M. N. Babcock (4) 
J. R. Covington (4) 
Robert L. Coe (4) 
C. Crutchfield (4) 

/Veu? and renew II February 1952 

4. National Broadcast Sales Executives (continued) 



lo„ard M. Keefe 

KLRA, Little Rork. asst pron 
chandising supen 

Same, prom mgr 

Member stn rep org 

Gill-Krefe A Perna. Chi., mgr midwest office. 

WFAA, Dallas. as-t mgr 

Same, pen mgr 

KROD, El Paso, mgr 

Same, pros (Roderick Broadcasting < or,,.) 

BBDO, N.Y., transcription p 


G-L Enterprises. N.Y.. sis dir 

KATY, San LuU Obispo, C 

1.. romml 

Same, gen mgr 

WING, Dayton, prop dir 

WIZE. Springfield. O.. stn mgr 

WSGN, Birm.. member sis si 


Same, sis mgr 

U.S. Army 

ABC-TV, N.Y., exec asst to vp tv prog dept 

Weintraub, N.Y., supervisor 

»f radio 

Liberty Broadcasting System, N.Y., natl sis vp 

Ziv, N.Y., sis rep (Wisconsir 


Same, div sis mgr (Wisconsin, Minnesota) 

WFAA-TV. Dallas, mgr esc 

spl for re- 

Same, stn mgr. al.o responsible for all tv activi 

WSGN, Birm., member sis st 


Same, mgr gen sis 

KROD, F.I Paso, pres 

Same, board chairman (Roderick Broadcasting 

Concord's Inc. N.Y., adv di 

DuMont. N.Y.. also sis prom, merchandising con 

NARTB, Wash., chairman of 


George P. Hollingbery Co, N.Y., vp 

Jefferson Standard Broadca 
Charlotte, pros dir I \\ 111 

ting Co, 

Same, asst prog, pub rel vp 

arles F. Whilesides Jr 

KTBS, Shreveport, 1 
William G. Rambeati 

5. Sponsor Personnel Changes 



lei K. Clarke 

son Radio and Phonograph Cor 
:1 sis mgr (south, southwest) 
Mfg Corp (American Kitcher 


in Dorse) Poster RCA. Camden, dir mobiliz 
(RCA Victor div) 

lion planning dept 

ng (RCA Victor div) 


><>•(- Agency Appointments 


PRODUCT (orser 



General Blasting Corp. Chi 
Giant Food Department St 
John (>. Gilbert Chocolate 
William Gretz Brewing Co 
II & L Block Co, S.F. 

Pharmaral Co. 

Co, Jackson. Mich. 

Numbers after nan 

refer to New a 


Renew category 

Louis Milanl 1 - Ine, 

Alex Keese 

Owl Drug Co, L.A. 

R. M. Dooley 

Palmers Ltd, Montreal 

C. N. Evans 

Radiator Voire ii 

R. W. Nimmons 

M.o.ilcx 1 ... Santa Monic 

E. S. Thomas 

Standard Milling Co, Chi. 
1 tlei Knitting 1 ... 1 ties 
\\ i,„. Growers Guild, Led 

i.i -r. 

vs manufacturer 

Lavenson, Phila. 

zen 1 

ket chain 

Scelig & Co, St. L.. 

C. Wendel Muenrh, Chi. 



Schoenfeld. Huber & Green, Chi. 

all f. 

od chain 

Lamb & Keen, Phila. 


» randies 

Cuy C. Core, Jackson, Mich. 

tz be 


Scheideler, Beck & Werner, N.Y. 

d am 

pet products 

Bernard B. Sehnltzer, S. F. 
Paul-Tavlor-Phelan. Toronto (Can 

dian advertising only) 
Lamb & Keen, Phila. 


ne home hair coloring 

Tim Morrow. Chi. 

..1 1 , 

ck products div 

Hewitt. Ogilvy. Ben..... X Math. 

>d sp 

>B eh 

olaltj products 

Leonard Shane. IV 
Milton Weinberg. L.A. 


. beauty aids 

Erwin, Wasev of Canada. Monica 


i master ralves 

Rand, N.Y. 


hair shampoo 

Mayers Co, L.A. 

or. p 

ii. .1 

repared mixes 

goods manufarliirer 

Holicri*. Clifford S Shenfield, n . 

\nderson & Cairns. N.Y. 

Dancer, Fitzgerald 6, HcDongaJ, s. 

Now! WBAL Offers a Mighty 
Advertising-Merchandising Plan! 

Chain Action 


Otrike twice at your customer with WBAL'S 


home with radio commercials, and at the point 
or sale. Food advertisers guaranteed powerful 
point or sale promotion in over 213 leading 
chain rood stores coupled with the unequalled 
power or radio advertising tor mass selling. Give 
your product's advertising that needed, doubled- 
barrelled impact witn C HAJN - ACT I ON. 
Complete details on request:. 

50,000 WATTS 



11 FEBRUARY 1952 





* fullest uih 

MUTUAL clients have a consistent record for getting there "fastest" — in a 
sense never dreamed of by the late Nathan Bedford Forrest. And they consistently 
get there with the "mostest"— in a way the old general would heartily approve. 

First in homes per time-and-talent dollar among all kid-show sponsors in net- 
work radio is Derby Foods, Inc., with "Sky King" on 525 MBS stations for Peter 
Pan peanut butter. (And Mutual presents the mostkid shows of any network.) 

First in homes per dollar among all mystery sponsors in network radio is the 
Williamson Candy Co., with "True Detective Mysteries" on 515 MBS stations 
for Oh Henry bars. (And Mutual has the most mystery shows of any network.) 

In fact, first- in -homes -per- dollar applies to the average of all once -a- week 
programs on MBS compared with the average on each of the other networks. 

the mosfest 




Over-riding all these "fustest" facts— and helping to explain them— is a strategic 
"mostest" which no other network has matched for the past 12 years: 

The Mutual Broadcasting System provides a field force of 550 affiliated 
stations in markets of all sizes throughout the 48 states . . . nearly double the 
mxt network 's total ... and with a selective deployability in hookups that can 
assure a matchless fit to your marketing' needs. 

Wherever your battle-lines are mapped out in the sales-struggle for 1952, 
MutuaTs General PLUS can get you there fustest with the mostest" for sure. 


broadcasting system of 
550 affiliated stations 






NIGHT — j 

i*t t6e Ttatioaf 

SOURCE: Hooper Radio Index— UnaHiliat 
ed Stations Aug. Sept. 195 1. And in 
Milwaukee Index Sept. -Oct. 1951. 





Emumiele Ronzoni. Jr. 

Italian ""firsts" range from Columbus' discovery to Marconi's wire- 
less but, strangely enough, don't include macaroni. That was intro- 
duced 1»\ the Chinese and later brought to Europe by the Germans. 

Now macaroni is a fixture on New World menus. Helping to keep 
it there is Ronzoni. one of the leading regional brands. I In maca- 
roni merchandising, national brands are a rarity, i From a 210.000- 
square foot factor) Ronzoni turns out 1.000.000 pounds of maca- 
roni products weekly. Behind this production is Emanuele Ronzoni's 
chief sales tactic: consistent, pin-pointed air advertising. 

Brooklyn-born Emanuele Ronzoni I Genoese ancestry) reminisces: 
'"My Dad. now 80, started the business in 1918. At that time we sold 
to grocers in bulk. This continued until 1931. In that year two 
important innovations took place. We inaugurated one-pound pack- 
aging; started a seven-day-a-week schedule on WOV. Our purpose: 
to win over our customers, predominant!) the foreign language folk, 
to the new package. Effective':* We've been in radio ever since." 

Programing is as varied as Ronzoni's 55-product line, runs nowa- 
days from classical music to transcribed gossip reports from Rome 
(in Italian I. religious dramas, and radio announcements in some nine 
Eastern cities. There are also children's and homemaker show : par- 
ticipations. A recent addition is a TV situation comedy. The bud- 
get, increased tenfold in the past seven years, is split up ">.V , for 
TV, 359? radio, 10^5 for other media (through Emil Mogul). Esti- 
mated radio-TV expenditure several hundred thousand dollars yearly. 

Commercially, Ronzoni stresses qualit) and taste goodness; com- 
ments that it takes three da\s from mixing to packaging to make a 
single strand of spaghetti. 

Radio and TV put over this sales message convincingly. Foi Ron- 
zoni admits that even with machines going 24 hours daily, six 
days a week it's impossible to keep up with customer demand. His 
brother, \ngelo. is in charge of production. 

Yet Ronzoni. devoted to his work, doesn't slacken his pace. In 
L922, when he started to learn all phases of the business at the old 
Ronzoni plant, he worked all hours. Now, 30 years later, he does the 
same. com< - ie Saturdays, and tunes in all the firm - shows. 



# Serves a daily audience three times greater than that of any other station In 
the Capital District of New York State. (Albany, Troy and Schenectady) 

# Over 1/3 greater than the combined audience of the area's next ten top- 
rated stations. 

# WGY is the only NBC station in the area and the WGY audience rating for 
NBC programs is impressively larger than the national average. 

# THE CAPITAL OF THE 17TH STATE: Only WGY covers all 54 counties 
in eastern New York and western New England — a substantial market 
area including 22 cities where more people live than in 32 other states 
and where more goods are purchased than in 34 other states. 


50,000 Watts 


11 FEBRUARY 1952 



With gamecock 
action we are 
winning sales battles 
right in the heart c " 
the richer-than-ever„g 
Carolina Piedmont 
(Spartanburg-Greenville) Area. 

And, at the same time, we are 
delivering the largest listening 
audience on any station in 
the area.'* WSPA personalities 
— Jane Dalton, Farmer Gray. 
Cousin Bud, Ed McGrath. 
Ace Rickenbacker — plus smart 
programming and the greatest CBS 
shows are responsible for that! 

•BMB Report No. 2. 

Represented By 

John Blair & Co. 
Harry E. Cummings 

Southeastern Representative 

No. 1 CBS Station For 
The Spartanburg-Greenville Market 

Roger A. Shaffer 

Managing Director 

Guy Vaughan, Jr. 

Sales Manager 


5,000 WATTS 950 KC 

South Carolina's Oldest Station 


Veir developments on .NPOVSOK stories 

"How is radio doing in TV homes?" 
31 December 1951, p. 25 
Studies show not only cheerful fig- 
ures on radio listening in a TV area, 
but that radio's rost-per-thousand 
continues much lower than TV's 

I wo studies, released in January, throw new light on radio"- con- 
tinuing vitalit) in the world's biggest T\ market. New York. One. 
b) \\ \I-.W . New ^ ork. shows that radio listening in radio-TV homes 
has increased substantially since 1948. the year of TV's first major 
strides. The other by WOR, New York, stresses the considerably 
lower rates at which radio can he bought in New York compared to 
T\ . based on eost-per-thousand-homes delivered. 

Stating (lath that "there is no such thing as a television home," — 
bi cause a home with TV is a radio home to which a TV set has been 
added and is therefore a radio-TV home — the WNEW report goes on 
to prove that a TV set in the home does not remove that home from 
the radio audience. On the contrary, homes with TV have — and use 
— more than the average number of radio sets, says WNEW. One 
reason for this is the growth of a "simultaneous audience" — individ- 
uals in the same home listening to radios at the same time that other 
famib members are watching television. Another is that 64% of the 
TV evening audience comes from people giving up diversions other 
than radio listening. 

Based on Pulse and Telepulse figures for the New York metropoli- 
tan area, the WNEW study points out radio listening in radio-TV 
homes on weekday afternoons has increased 47% since 1948; on 
weekday evenings, it has increased 28%. In the average weekly after- 
noon quarter-hour, they listen to the radio more than they view TV. 

Though last year saw a 71 % increase in television ownership in 
New York (60% of the radio homes now have TV), there was a 9% 
decrease in TV set usage during the average evening quarter hour, 
while use of radio sets increased 31 ' < . 

The report stresses that length of TV set ownership is an extreme- 
ly important factor as related to radio listening. A recent Pulse study 
showed that "metropolitan New York families owning TV more than 
two years did 50% more evening radio listening and 19% less tele- 
viewing than newer TV owners." However, the effect of this trend is 
yet to be realized as some 60% of the TV owners have not had their 
sets that long. 

Claire Himmel. WNEW research director, and Kenneth Klein, sales 
promotion director, who prepared the study, point out that "the 
strong showing of radio in this report is based upon at-home listen- 
ing only," does not take into account the big out-of-home audience 
which adds an average of 17' f to radio listening in the area. 

Backing up WNEW's facts, WOR's study ("Radio rates in New 
York") states that between October 1950 and October 1951, there 
was a 27% increase in radio listening among video families between 
6:00 and 11:00 p.m.: also a 13% gain in listening among non-TV 
families. It points out that despite a steady increase in the number 
of TV families in the New York area, on a cost-per-thousand-homes 
basis, radio rates in October 1951 were 45% lower than comparable 
TV rates at night, and 68% lower than TV during the afternoon. 
For instance, between 6:00 and 11:00 p.m., the quarter-hour cost- 
per-thousand-homes delivered was $3.43 on radio compared to $6.24 
on T\ i lime charges only; based on Standard Rate & Data rates 
and Pulse audience figures I. Between October 1950 and October 
19.")]. radio has held its cost edge over TV despite increased TV sat- 
uration in New York. This can be attributed in part, says the report, 
to the aforementioned gains in radio listening, as well as rate in- 
creases 1>\ si\ of the spven New York TV stations. 


How much closer 
to 100% can you get? 

50,000 WATTS 

11 FEBRUARY 1952 



PULSE has just completed its first audience measurement of 
16 Western New York counties . . . Among 24 radio stations 
reported, (including six Rochester stations) here's what PULSE 

Out of 432 quarter-hours per week: 

WHAM is FIRST in 429 
WHAM is TIED for FIRST in 2 
WHAM is SECOND in 1 

Is this dominance? Yes, indeed! WHAM's power and prestige 
permit you to buy one station in this rich area and get FIRST 
preference with listeners 99.3% of the time! 

Ask your HOLLINGBERY man for complete details 

VHAM Thest ^r Hson 





l\s an agency or advertising man, you prob- 
ably think or national spot radio as a form of 
advertising which permits you to pin-point 
your radio efforts to put added pressure on 
some markets ... to ease up on others, as 
circumstances demand. 

As station representatives we go along with 
that basic definition. But here at Free & Peters 
we add other ingredients, too: 

• A geographically national list of stations. 

• An efficient national system of offices. 

• A constant national exchange of informa- 
tion, ideas and case histories ... of market 

comparisons, programming techniques and 
merchandising opportunities. 

• A policy of nationwide travel . . . of F & P 
Colonels spending hundreds of days "out in 
the field" where spot radio becomes point-of- 
sale reality. 

• A research program that's national in scope, 
to help us keep abreast of all media, of advertis- 
ing trends, of significant new advertising devel- 
opments in every part of the country. 

This policy of "thinking big and working big" 
pays off for you, for the stations we represent 
and for us. here in this pioneer group of sta 
tion representative 


Pioneer Radio 






evision Station Representatives 

since ic)^2 
















Charleston, S. C. 




Columbia, S. C. 


Norfolk-Newport News WGH 






Des Moines 








Fort Wayne 


Kansas City 




Minneapolis-St. Paul 






St. Louis 




Corpus Christi 


Ft. Worth-Dallas 




San Antonio 









Portland, Ore. 





Workers in the Carolinas' 2 billion dollar textile industry are 
an important segment of WBT's listening audience of 3,000,000 
who have elevated Grady Cole to the rank of premier radio 
personality of the Southeast. Grady's knowledge of the 
Carolina buying public is unmatched— his sales knack cannot 
be imitated. If you have anything— repeat anything— to sell 
to the Carolinas, Grady is your man. 





Represented Nationally fay CBS Radio Spot Sales 

11 February 1952 


§li|) Why oldest net sponsor 
sticks to radio and music 

After $18,000,000 and 25 years of air advertising, Cities 
Serviee is still happy with original formula 

It's taken Cities Service 
18.000,000 radio dollars, 
a lot of dogged confidence 
and 1.300 network programs to reach 
its latest, biggest milestone. But, on 
18 February, the big oil firm will cele- 
brate its 25th birthday on NBC's radio 
air. And, its unbroken string of musi- 
cal shows dating back to 1927 will have 
proved a Cities Service radio theory: 

Semi-classical air music shows nev- 
er lose their basic appeal, and can 
still do an outstanding job for air cli- 
ents, both in selling and in building 
companv prestige. 

Cities Service has plenty of facts to 
back up a statement like that. 

The big petroleum firm can point 
proudly to the fact that its latest mu- 
sic show, the bouncy, brassy Band of 
America series, has played a major role 
in boosting Cities Service's annual 
gross into the $750,000,000 bracket, 
and into the "Big 10" in the oil in- 
dustry. It's done a real public rela- 
tions job. just as previous Cities Ser- 
vice music shows did. And, it has be- 
come solidly established with the firm's 
dealers and a growing public. 

Things weren't always this rosy. To- 
day, only a handful of the people who 
will hear or see the hour-long anniver- 
sary broadcast next week from Carne- 
gie Hall probably will be able to re- 
call the time when the going looked 
rough for Cities Service air efforts. 

You can practically count them on 
your fingers. Executives like Cities 
Service president W. Alton ("Pete") 
Jones, radio-TV consultant Merlin H. 

11 FEBRUARY 1952 

md Ford Bond 


Three years alter radio campaign started, sales dived; yet radio budget went up {see radio budget 


1927 1928 1929 1930 1931 1932 1933 1934 1935 1936 1937 1938 1939 1940 1941 1942 1943 1944 1945 1946 1947 1948 1949 19! H 

"Deac" Aylesworth. and ad manager 
Tom De Bow would probably head the 
list. Others who have been close to 
Cities Service during its 25-year radio 
progress — like announcer Ford Bond, 
singers Jessica Dragonette and Lucille 
Manners, conductors Edwin Franko 
Goldman and Frank Black — can also 
remember the not-so-good old days. 

Indeed, there was a time when most 
of them probably felt that Cities Ser- 
vice itself — much less its radio activi- 
ties — would be lucky to survive. 

That year was 1930. just three years 

after Cities Service had first spent 
some $300,000 to bring American ra- 
dio listeners the music of the Goldman 
Band on 16 NBC stations. A big axe 
hung over its half-million dollar air 

The stock market had collapsed, and 
had practically pulled the rug out from 
under the big combination of power 
companies, gas companies, transit com- 
panies, and petroleum firms which then 
made up Cities Service. 

From a booming $650,000,000 busi- 
ness in 1927, gross earnings had to- 

bogganed down to a disheartening 
$100,000,000 or so by 1930. The com- 
pany's stock had also taken a nose- 
dive from its dizzy 1929 peak of $68 
a share, and was well on its way to- 
ward selling for as little as 75# a 
share. Wall Street had just about giv- 
en Cities Service, the brainchild of 
financial wizard Henry L. Doherty. up 
foMost in 1930. 

The infant radio industry, groggy 
with its own troubles, was also pre- 
pared to count Cities Service a lost cli- 
ent. The country was headed into an 










lear Total 


aft 000.0OO- 

^^ Talent 


200 000 


Goldman Concerts — 

i V i i 1 






Highways -f 

. i i 

{ Bona 



1927 1928 1929 1930 1931 1932 1933 1934 1935 1936 1937 1938 1939 1940 1941 1942 1943 1944 1945 1946 1947 1948 1 

)49 I 




era of depression, alphabet soup gov- 
ernment agencies, crime waves, and 
bread lines. Firms everywhere were 

retrenching their radio spending. 
It takes a special brand of confidence 

to ride out a storm like that. Fortu- 
nately. Cities Service had it. notably in 
"Pete"' Jones, then chairman of the 
firm's executive committee. Deac Ayles- 
worth, then NBC's president, had it. 
too. both in Cities Service's ability to 
elimb out of its dark hole and in ra- 
dio's ability to help do the job. 

Together, the two men, and execu- 
tives of Lord & Thomas, teamed up. 
Instead of cutting out the Concert se- 
ries, it was expanded on the growing 
NBC web. Jessica Dragonette. the pe- 
tite lyric soprano, was hired as the 
show's first soloist; Ford Bond was 
hired as announcer. The total radio 
ad budget was upped to something like 
S570.000 for the year. 

Cities Service never missed a pro- 
gram after that, and started on a cycle 
of air budget growth and growing sales 
which has never stopped I see chart, 
page 28 1 . Cities Service will indeed 
have something to celebrate next week. 
Few radio clients can show T in their 
case histories so few major unheavals. 
such a scarcity of major ''overhaul"* 
jobs in their programing approach. 
Jessica Dragonette. for instance, stayed 
with the show for seven years, while 
budgets grew and sales climbed. Ford 
Bond is still with the radio series. Cov- 
erage was steadilv expanded, as Cities 
Service (prodded by the Holding Com- 
pany Act of 1935) began to divest it- 
self of its power properties and go in- 
to a petroleum business that today cov- 
ers 32 states and foreign markets. Mod- 
ernizations were made, such as trim- 
ming the Concert series to a half-hour 
in 1940. a year that saw "Pete" Jones 
reap the reward of his vision and con- 
fidence by becoming Cities Service's 
top executive. 

Other changes have been equallv 
widely spaced. In 25 years with radio. 
Cities Service has had only three ad 
agencies: Lord & Thomas, from the 
late 1920's (when Albert Lasker was 
helping form the Cities Service air for- 
mula I to about 1943; Foote, Cone & 
Belding (L&T's successor firm) from 
1943 to 1947; and from 1947 to date. 
Fllington & Co. 

During the quarter-century, too, oth- 

1927 First air show was Goldmar 
classical Concert series with Jessi 
anniversary. 1950 Currently it's t 
in '49 and '50. 1952 At 25th , 

er changes have been infrequent. In 
1944, Cities Service felt that something 
was needed to "freshen up" the series 
of musical shows, and switched to a 
string orchestra, guest stars, and the 
title Highways in Melody. In mid- 
1948 — with gross earnings booming 
along at an annual clip of some $563,- 
000.000— dealers were clamoring for 
a show with more "sell." They got it, 
when Cities Service reverted to its orig- 
inal program type and built the Band 
of America. Time changes, a trial sim- 
ulcast for 13 weeks in the fall of 1949, 
and the entry of the firm into spot ra- 
dio and TV about the same time brings 
the case history up to date. 

Like many another oil firm, Cities 
Service has held on tight to what it 
feels is the ideal radio formula. Just 
as Texas Companv sells with a mixture 
of high-priced comedy (Milton Berle's 
Texaco Star Theatre ) and prestige mu- 
sic (the Metropolitan Opera) : Gulf Oil 
sells with its Americana-tvpe We The 
People: Esso Standard. Pure Oil, Sun 
Oil. Richfield, Shell and Socony-Vacu- 
um all keep sales rolling with spot 
newscasts; Atlantic Refining, Standard 
Oil of Indiana. Tide Water, and Hum- 
ble sell petroleum products via spot 
and regional sports shows — so Cities 
Service feels that radio music shows 
are right for them. 

Cities Service regards radio's pow- 
er with music so highly that advertis- 
ing director Tom De Bow told spon- 
sor last week: "A good musical series 
is the one type of broadcast advertising 
you can stay with successfully for 25 

It's all too easy to say that the suc- 
cess of Cities Service's quarter-centurv 
on the air lies — as it often does with 
the major petroleum advertisers — in 
the freedom of an institutional ap- 
proach, minus the constant pressure of 
having to produce sales. 

Such is not the case. True, the mu- 
sical shows sponsored by Cities Serv- 
ice often look like the "red carpet" ap- 
proach of an advertiser who hasn't 
much to sell the public except his good 
name. But. viewed in closeup, the Cit- 
ies Service air formula is something 
entirely different. 

It's hard-hitting, geared to produce 

sales, and carries its own weight (of 

over $1,000,000) in the estimated $3,- 

( Please turn to page 72 I 

1930 saw launching of semi- 

11 FEBRUARY 1952 



Reps I like and why 

I 'iniebu > ors admire salesmen who always give them faet-paeked 
presentations and don't waste time or use pressure 

©Cartoons about salesmen pic- 
ture them with one foot in 
the housewife's door. But a 
radio rep salesman is like a man with 
his foot in a revolving door. The pace 
at which he must sell and service ac- 
(ounls. always speedy, has become hy- 
per-thyroid since television. Timebuy- 
ers the rep calls on are now twice a> 
busy as ever because they must buy 
both broadcast media. 

More than in main other fields, the 
rep salesman is important to the buyer 
in radio and television. There's no 
Sears. Roebuck catalogue from which 
timebuyers can select choice availabili- 
ties. His only source of up-to-date 
knowledge about the right buys for his 
accounts is the rep salesman. The good 
rep salesman is a tool of good timebuy- 
ing — not just a glad-handing order 

Sponsors, of course, rarely have 
dealings with reps — though reps have 
been known to take their case for a 
schedule over the heads of the time- 
buyers and account men directly to the 
client. But the reps are extremely im- 
portant to sponsors and the buyers on 
their accounts — helping to make or 
break spot campaigns. This article is 
designed to give you an insight into 
the rep's work and into spot radio and 
TV's intricacies as well. It is part of a 
series which began in the last issue of 
sponsor with "Timebuyers I like and 
why," and which will continue in fu- 
ture issues, taking up account execu- 
tives, advertising managers, and other 
key figures in radio-TV advertising. 

The rep salesmen described below 
are actual people whose names are 
withheld because the objective of this 
article is not to bestow accolades but 
rather to set down some workaday 
principles of performance. Sources of 
these descriptions were timebuyers. the 
men and women who deal with rep 

salesmen da) in, day out. Interesting- 
ly, main of the timebuyers queried for 
this article were the same people reps 
cited as outstanding for last issue's ar- 
ticle on outstanding buvers. 

He never comes empty-handed 

"There's one outstanding salesman 
I deal with who never says, 'No, I have 
no availabilities to fit your needs.' If I 
<all him up and ask for a specific type 
of time which he doesn't have, he'll 
always come in to see me with some- 

J. He makes written presentations 
which are neat and complete. 

2. If he says it, it's true; there are no 
curves in the data he throws at you. 

3. He knows how to use his person- 
ality but doesn't use pressure. 

4. When pitching for one account, he 
doesn't try to sneak in a punch for 
another piece of business. 

5. He knows his stations and comes 
equipped with full information : he 
sell by enthusiasm alone. 

7. He's intelligently persistent. If the 
time you ask for isn't available, he 
makes u logical alternative proposal. 

Then he pointed to the high rating of 
this newscaster and the fact that he'd 
been on the station since the Year One 
— and we were sold. 

"B\ using that extra effort and imag- 
ination, this salesman does himself and 
the hu\er good at the same time. He 
makes more sales and we make better 
buys which in turn lead to more sales 
for the sponsor. I wish more salesmen 
would realize that we're happy to be 
sold something that makes sense for 
us. Their persistence does pay off." 

cose A: The antique collector 

"Ask him for a rating and he comes up 
with one two years old." 

cast B: The chit chat 

"He drops in on you to talk. He talks 
about everything— except business. That 
way, he thinks, he's making you a 
friend. On a busy day, you hate his 
guts. And he thinks he's a charmer." 

case C: The */r boy 

"If the show is low rated, he says there 
is no rating. If Hooper makes the sta- 
tion look good one month, he'll pitch 
that. Two months later he'll use an- 
other outfit." 

cose D: The sour grape 
"If you didn't buy his stations, your 
judgment is screwy.'' 

thing else to sell that makes sense. I 
may turn him down frequently, but 
sometimes we'll take that alternate buy 
and be just as satisfied or more so. 

"For example, we recently were look- 
ing for one-minute announcement 
strips between six and eight in the 
morning. The salesman I'm thinking 
of had none to sell us in a key market. 
But he came up with a five-minute news 
show three times a week. That gave us 
four and a half minutes of commercial 
time weekly, only half a minute less 
than we'd get with five one-minutes. 

If he says it. it's so 

"I don't want to sound corny, but 
it's the integrity of a salesman that 
makes him good as far as I'm con- 
cerned. Sometimes you don't have time 
to go over the facts about a station 
with a magnifying glass. If the sales- 
man has slipped in a cumulative rating 
instead of a single-show rating, you 
may miss it. There are any number of 
fast ones he can pull. But there are 
some salesmen you can trust. They'll 
sell hard, sure, but when it comes to 
the fails they're straight. 


JjY*vdkmM CovM. fikotfc MmjiM^i 

Unpopular rep salesmen use high-pressure tactics. Timebuyers don't want double talk like that being dispensed by "operator" above 

"'You get to recognize this pretty 
quickly and. all things being equal, 
those are the boys who get my busi- 
ness. The sharp-shooters sell time but 
it takes them a lot longer to convince 
me of anything once I catch on to 
them. I'm happy to say- though, that 
most of the salesmen who call on me 
play it pretty square. And the squarer 
they play, the more business they get." 

He doesn't park in titty office 

"The salesman I like is fast and con- 
cise. He comes often and leaves fast. 
He's friendlv but is business-like. I'm 

so busy that I just can't spend time 
talking about the weather even if I'd 
like to. Some of these guys think a 
salesman's job is to come around and 
butter you up with scintillating conver- 
station. That won't sell me." 

He's tops all-around 

"The best salesman I know of as a 
model for good time selling can be de- 
scribed this way: 

"1. He's thoroughly familiar with 
his stations' schedules, programs, and 
personalities, and he has a complete 
picture of markets. He does not play 

his market information by ear but 
comes equipped with ratings, depth of 
coverage, etc. He has a keen under- 
standing of the value of facts to the 
buyer in making a decision which can 
be justified. He's a good researcher, 
always digging for success stories or 
other helpful facts. 

"2. He has a pleasant personality 
but lavs off the pressure and double 

"3. When he shows up for discus- 
sion on a particular account, he doesn't 
launch into a pitch about some other 
{Please turn to page 92) 

Most appreciated are salesmen who waste r 

Salesman who's loaded with facts is always welcome, timebuyers agree 

\JwklbvJUUUi. Jbx\fr WM& Mjftis 

Shown here are only a few of two dozen or more types of services, facilities which an advertiser 
must use to produce a TV show. Above: Set assembly. Left: Prop (stuffed deer) procurement. 
Lower left: Scenery painting. Sponsors wonder at high costs, variation from net to net 

TV's crazy quilt: 1 

hit Mil II S LUM» r^ y -wi 

spiralling network bills. Here are both sides of the sto> 

ira*i* Once mesmerized by TVs 
It tjS glamor, sponsors today are 
beginning to lose the starry- 
eyed look they had when they first 
embraced live television. They're now 
casting sharp looks at costs. The costs, 
in this instance, being those of facilities 
and production services for network 

Two factors arc puzzling and irritat- 
ing advertisers when they receive their 
bills from the ad agency. One is mount- 
ing costs; and the other is the host of 
services they're paying for -including 

studio rehearsals with cameras and au- 
dio; film facilities; extra cameras; ex- 
tra booms; set designers; hairdressers; 
prop buyers I see chart on page 33). 
For the advertiser harking back to ra- 
.dio's simplified cost breakdown these 
scads of high-priced services are fright- 

For the agencies this has meant in- 
creasing pressure from clients for ex- 
planations. It's not uncommon for cli- 
ents to refer to "runaway costs" and 
to insist on knowing how long this sit- 
uation will continue. Why can't it. the) 


a-k. be brought under control? 

Probing for light on the situation. 
SPONSOR sought the views of agency 
executives, network brass, independent 
producers, scenic designers, techni- 
cians, and advertisers themselves. Each 
individual, regardless of his stand on 
the issue, felt the cost structure could 
stand lots of clarification. 

The networks say that what has hap- 
pened should be easil) understandable 
to the client. Advertisers, just three or 
four years ago. they explain, were hesi- 
tant to take a deep dip into the new 
medium. So a major network come-on 
was absorption of production costs by 
the nets. This meant operating at a 
huge programing loss for quite a 
stretch. The accounting structure now, 
say network executives, represents 
"normal" conditions. They refute im- 
plications that the process of putting 
program production on a pay-as-you- 
go basis includes an effort to recoup 

Further, network executives attribute 
the advertiser's cries about costs to his 
lack of knowledge about show business. 
Sponsors forget the visual aspects of 
TV and ke?p in mind always the cost 
of radio, they point out. Give an ad- 
vertiser accustomed to a radio pro- 
graming bill a tab for costumes, la- 
borers, scenic designers, props and 
equipment rentals, say the network 
people, and you're bound to hear cries 
of pain. 

One thing is sure, no matter what 
side you're on, the whole situation is 
causing strained relations. Advertisers 
protest increasingly that they're being 
taken for a ride. The nets, in turn, 
say they're still taking losses in certain 
phases of production which they can 
no longer offer free to the advertiser. 
A change in policy, they admit, from 
the early TV days but certainly one 
that doesn't justify money-grabbing ac- 

Several network officials have com- 
mented on the cost-cutting aids their 
organizations offer. Included are pre- 
program script examinations with the 
nets suggesting scene parings and oth- 
er money savers. Too, the nets offer 
advertisers a firm production package 
price. And. if desired, the services of 
their own designers and prop shoppers. 

An agency cost control supervisor in 
the thick of the network-advertiser bud- 
get tussle speaks up for the nets. He 
told sponsor that inflation is the main 
reason for cost rises. In further de- 
fense o fthe network position he adds: 

Comparison of network production and facilities charges per 


Services CBS NBC ABC 


Studio rehears, 
with cameras 


$300 (Class A 

$400 (Class 1) 


Studio rehears. 

minus cameras 
or audio 



$240 (Class 5) 


Studio rehears, 
minus audio 


Not stipulated 

$300 (Class 3) 

Prices on request 

Film facilities 




Extra cameras 

$50. $200 rotn. 
with cameraman 

$35-40, six-hr. 
min. (excluding 

$150-200 (excl. 

$40, five-hr min. 
(with cameraman 
and asst.) 

Extra booms 

$25, $100 min. 

$20, six-hr. min. 

$10, no min. 

$20, five-hr. min. 

Rehearsal hall 




Prices on request 

Use of studio 

for recording 



Prices on request 

Prices on request 

Set designer 




At cost 


$5, $20 min. 

$5, $25 min. 

$5, $20 min. 

$5, $20 min. 

Prop buyer 









Prices on request 

Costume finder 


Not stipulated 


Prices on request 

Make up 




$10 per artist 


$5, $20 min. 

$5, $25 min. 

$5, $20 min. 

$20 per artist 

Special effects 


Prices on request 

Prices on request 


Sound effects 





Tech. director 

Not stipulated 

$7.50, min. 
charge $45 

$7.50; min. 
charge $45 


"Network costs are fair. The networks 
are just missing up in one respect. 
They're doing an unsatisfactory job in 
proving that charges are legitimate."' 
Meanwhile. Mr. Composite Adver- 
tiser looks at his champagne-priced ad- 
vertising bill and screams. He's not 
convinced it's just a matter of "proper 
explanations." All he knows is that a 
stagehand gets $2.89 an hour, the net- 
work jacks it up to $4.75, and the 
agency adds its lS'/i . Cost to Mr. Com- 
posite Advertiser, $5.35. Multiply that 
by six or 12 (stagehands) and one 
facet of high TV production is made 
clear. High labor costs include net- 
work technicians at $4.50 an hour with 
the sponsor paying for eight hours al- 
though he may not need a technician 

Are nets charging all the traffic 

Advertisers-agencies complain 

for that length of time. Costs for scenic 
designers, at minimum hours, are up, 
too, from $4.75 to $5.75 an hour. 
"Other hidden costs are as staggering," 
reports an agency man. "You* may 
have to hire a network designer even 
though you don't use him. It's these 
'extras' that pyramid costs." 

But here's a rebuttal from another 
agency's TV production department. 
"We've tried it both ways and the net- 
works were found to be 35% to 50% 
cheaper on set designing and costumes 
than outside facilities. The nets have 
a large stockpile of sets and costumes 
and that reduces costs." 

Another agency man adds, "Order 
anything from the net and it ends 
(Please turn to page 84) 

vill bear for TV production? 

And networks retort 

\cticnrks mark up labor, props 


Nets offer cost-saving devices and 

35% to *O r ; to cover overhead. 

often a firm production price. 

Minimum production needs list- 


Advertisers get six months' rate 
protection, ample service. 
Employees are entitled to secur- 

ed in rate manuals are deceptive. 


Networks' minimum hiring hours 

ity of a 40-hour week. Hiring 

for technicians are set without 

part-timers would be difficult; 

regard to sponsors' actual n£eds. 


Networks proride the advertiser 

Even minor changes necessitate 

with custom-made jobs via as- 

a time-wasting routine. 


Any multi-show sponsor will tell 

The networks must do a better 

you it would be prohibitive to 

PR job to show prices are just. 

do production outside. 

11 FEBRUARY 1952 


Q Radio's count: 105,300,000 sets 

Advertisers who had wondered whether radio set fig- 
ures were slipping had their douhts thoroughly removed 
1>\ a four-network joint survey, most sizable effort to 
"count noses" in radio sets in many years. Total shown 
In the studs, as of 1 January, was 105.300,000 radio sets 
of all sorts in the U. S., up about 10' { from last year. 

Although multiple-set buying, much of it in TV fam- 
ilies, is on the increase, nearly a million sets out of the 
1952 total were bought during 1951 by families who 
hadn't owned a radio before. 

Much food for advertiser thought, too, was provided by 
the survey (joint effort of CBS, NBC, ABC, MBS) figures 
on "secondary set" and "auto radio" figures. A whop- 
ping 57,500,000 radio sets are in this category. They 
represent a huge, usually-uncounted radio audience. Nei- 
ther TV nor printed media have anything like these mil- 
lions to offer as a "bonus" audience. Here are the actual 
survey figures, comparing 1952 with 1951: 


Sets in Homes 

Sets in Institution!.. 
Dormitories & Bar- 

<ets in Other i'Va'i'es""! 
Total Sets 

. 'Included with "Sets 

42.800,000 41,900,000 

34,000,000 30.000.000 

23.500.000 19,100,000 

900,000 * 

4.100,000 5,000,000 

105,300,000 96,000,000 

i other places" in 1951 

111 I 

irriving at these figures, the joint network researcr 
committee used the 1950 census figures of 95.6% of th« 
U. S. homes having at least one radio set. Total numbei 
of U. S. homes was Sales Managements 1952 figure o 
some 44,737,900. In calculating the number of car radio; 
— which now outnumber the total number of televisiot 
sets in the country by some 30'c , by the way — severa 
survey results were used, which averaged out to somi 
64% of the 37,000.000 cars on American highways. 

Biggest result of the survey: Both advertisers and net 
works had much of their faith in radio's strength renewe< 
by the survey, and by the noticeable increase in tota 
number of radio sets. 

© NBC merchandising due 15 Feb. 

Having carved up the U. S. retail market into 12 major 
areas, NBC field men this week have contacted the bulk 
of NBC radio stations involved in the senior web's up- 
coming merchandising plans. Station executives will then 
be contacting key wholesalers and retailers and the long- 
awaited network merchandising bandwagon will be ready- 
to roll by 15 February, it's hoped. 

Not yet finalized at the network level are plans for the 
exact program vehicles which will tie in with the local- 
level support. NBC's program department, as sponsor 
went to press, was knee-deep in projects for merchandise- 
able programs, however. 

With at least one series, Market Basket, in the works to 
tie in with food-store merchandising, others which can 
tie in with, sa\. dr\ goods retailers and department store 
chains, are planned. 

NBC's idea of wrapping up several services (such as 
radio programing, merchandising follow-up, and re- 
search i in one grand package through one source has 

been well received. Although women's magazines hav 
long been in the business of merchandising the adverti^} 
ing in their pages at the retail level, it's seldom a "guai 
anteed" thing, often is hit-or-miss. 

An NBC merchandising executive told SPONSOR: "Thj 
agencies I've contacted, and those who have contacted u: 
are showing a great deal of interest in our merchandisint 
plans. One agencyman told me that 'this is the first tim 
I've seen radio make an attempt to get both advertisin 
and merchandising under the same roof.' We have somj 
great hopes for this operation, and we're sure that it wi 
attract many new advertisers to radio."' 

Target date for the start of these operations has beeji 
set by NBC brass as 15 February. Then, Fred N. DodgJj 
former Hearst merchandising expert, and his staff expe< 
to go into high gear. Having tested the NBC-type meij 
chandising in Cleveland and St. Louis, with great succes* 
I increases in store sales of up to 100' < l, Dodge an 
NBC will then be in the position of being able to prow 
something they've touted to advertisers as "the most conl 
plete merchandising facilities of am medium." 



1. Four networks count radio's "noses" 

2. Trend: broadcasters are boosting each other 

3. NBC ready to roll with network merchandising 

4. CBS-A&P tie up for "Super Sales Plan" 

Q "Bury-The-Hatchet" radio attitude 

No small reason why a growing number of leading ad- 
vertisers have returned to using radio in their media lists 
is the fact that more and more radio networks and sta- 
tions have eased their sniping at each other's claims. In- 
stead, there's a healthier amount of industry-type promo- 
tions and presentations (SPONSOR, 28 January) being 
made these days. The four-network joint "census" of 
radio sets is a good example. Others can be found in the 
joint promotions of the Southern California Broadcaster's 
Association, and in the broadcaster groups in Detroit, 
Cleveland, Rochester and elsewhere. 

This hasn't been an easy transition for broadcasters 
to make, as sponsors seldom realize. In the competitive 
field of air advertising, outlets have often spent much 
of their time in knocking each other's sales stories. Usu- 
ally, this has worked to the advantage of other media, par- 
ticularlv newspapers and magazines. 

Typical of this changing trend was the recent (27 Jan- 
uary) talk by Dave Baylor, general manager of Cleve- 

land's WJMO, before a BMI Program Clinic at the Wal- 
dorf, in New York City. With fire in his eye, Baylor 
told the station men assembled for his speech: 

"We, in radio, throw our 'readership' figures around 
like confetti on New Year's Eve. No matter what chain 
of circumstances may develop in relations with an adver- 
tiser, we can always find a set of figures to prove any- 
thing we want to prove. But, when your salesman leaves 
the client, the salesman from the station next door comes 
in and shows him another, and entirely different, set of 
figures which purport to prove just the opposite of your 
story. The net result is that the client becomes so con- 
fused, he goes back to buying newspapers — because they 
have a sales story, based on circulation (but not on read- 
ership I that he can understand. 

"How long has it been since you have developed a new. 
an entirely new advertiser at your station? I'll bet you 
ten-to-one that 90'v of them came from other radio sta- 
tions. You don't do yourself any good by knocking the 
guy across the street. It only results in a decrease in 
advertiser opinion of radio." 

Q CBS launches merchandising plan 

Following on the heels of NBC in planning network 
merchandising tie-ins has been CBS, whose executives 
recently cracked one of merchandising's toughest nuts: 
\a1' -tores. Many a food manufacturer, who had found 
that A&P's 4,200 chain stores were among the hardest 
locations in which to plant display material, suddenly 
woke up to the fact that network merchandisers meant 
- not mere lip-service. 

Labeled "Super Sales Plan," the CBS operation will 
involve sale of its combination advertising-merchandising 
service in participation segments (about $9,500 each) to 
-i\ non-competing food advertisers. (Advertisers must 
also be not too competitive with A&P's own house-branded 
goods, quite an extensive line.) 

Focus of the new plan is an in-the-works musical show, 
featuring Earl Wrightson, to be aired on Friday nights. 
This.*" a CBS merchandiser told sponsor, "will give ad- 
vertisers a chance to reach the public with their sales 
messages the day before the Saturday shopping peak." 

The CBS "Super Sales Plan" will work out like this. 
For an advertiser's $9,500, he'll receive a minute-and-a- 
quarter commercial in the Friday-night, hour-long show. 
In addition, he'll be "billboarded" at the opening of the 
show, for 30 seconds. In the 4,200 A&P stores, he'll be . 
given special tie-in displays and merchandising, to follow 
up the impact of his air selling. All sponsors will have to 
receive the O.K.'s of both CBS and A&P, to avoid con- 
flict with adjacent programs, other A&P promotions. 

Having waited to see what direction NBC's merchandis- 
ing plans would take before making its big move, CBS 
is now very much in the act. Actually, as far as making 
tie-ins with retail chains goes, CBS is a jump ahead of 
NBC in landing A&P, nation's largest food outlet chain. 
Many network executives are predicting a race now to 
sign up other retailing giants in the food field, like 
Safeway and Kroger. 

Already, local stations are getting more active. In New 
York, WJZ has worked a similar tie-in. starting 18 Feb- 
ruary, with the Grand Union stores, with ABC keeping a 
fatherly eve on the outcome. 

These department stores do 
the top jobs on the air 

Winners of NRDGA contest reflect growing radio maturity 

®The picture was typical. The 
big St. Paul, Minn., depart- 
ment store known as Schune- 
man's was a success. But. as an adver- 
tiser. Schuneman's was no real excep- 
tion to the still widely held philosophy 
that "radio can't do a selling job for a 
big department store." Result: un- 
known to the store, it was overlooking 
an as yet untapped market available to 
it only through radio. Newspapers, tra- 
ditional ad medium for the SI 1.000.- 
000,000 annual department store bus- 
iness, carried the advertising ball for 

Then, into this largelv-statie picture, 
about three vears ago, whizzed Willard 
H. Campbell. Bill Campbell's quiet, 
conservative appearance makes him 
look totalb unlike the kind of adman 
who can reel off radio ideas faster than 
most retailers can sign newspaper in- 
sertion orders. A former Schuneman's 
adman, he had gone on to become a 

career executive of such radio-minded 
department stores as Hartford's G. Fox 
& Co., and Rochester's Sibley, Lindsay 
& Curr. Now an authority on moving 
merchandise off store shelves, and hav- 
ing patiently learned every good radio 
trick in the book, he was back with 
Schuneman's in a new role of General 
Merchandise Manager. 

The average adman might be con- 
tent to settle down at that point into 
an easy, placid role of home-town-boy- 
makes-good. Bill Campbell is not an 
average adman. While other Twin City 
merchants raised their eyebrows, Bill 
Campbell began to move as though jet- 

First, he checked up on the five- 
county area primarily covered by the 
bulk of Schuneman's newspaper adver- 
tising. He soon realized he was reach- 
ing only a fraction of the people he 
wanted to see shopping at Schune- 
man's. Practically skipped over were 

the two dozen or so outlying rural 
counties near the Twin Cities. 

This was no small item. There, on 
some 62,000 farms, the average income 
was hitting a healthy $8,500 a year. 
There, farmers were beginning to live 
on a scale that was comparable, to say 
the least, with city folk. 

"Radio," said Bill Campbell, "is how 
we're going to reach 'em — and bring 
'em in!" 

And, radio it was that did the trick. 
In August of 1949. Schuneman's took 
a major air plunge with a show called 
Red Rooster Hour, airing it on WDGY 
each day from 7:30 to 8:00 a.m.. and 
for^an extra half-hour in the store on 
Thursdays. This was soon backed up 
with two other shows, the 30-minute 
daily Bulletin Board on stations WSHB 
and WMNE. 

Red Rooster was, and still is, a folk- 
sy mixture of recorded music, news, 
interviews with visiting celebrities, 






All Departments Block & Kuhl (Quincy, III.) 

This department store, located in a Midwestern town of 
45,000, is the only outlet in a 19-store chain that uses 
radio, airing a daily women's show, "Hospitality Time," 
on WT AD. Various store departments are consistently 
featured. After a year of such plugging, appliances were 
up 146', in sales; coats, 38$ : dresses, 50 f / ( ; furs, ')'>' < : 
blouses, 32%; lingerie, 50%. 

Cosmetics Bigelotv's (Jamestown, 1\. Y.) 

Keystone of a three-program WJTN lineup for Bigelow's 
is a live, Saturday-morning breakfast show aimed at fam- 
ily listening. Featured products have regularly shown 
sales increases. Sample: Last summer, the stone did $1,500 
in one week on a new line of Powers cosmetics, intro- 
duced locally via the show. This was three to five times 
that of comparable, non-radio stores. 

Men's Wear Killian"s (Cedar Rapids, Iowa) 

A co-sponsored (with Shelly Oil) series of Iowa State 
football games on KCRG was used last fall for a seasonal 
promotion plugging Killians men's clothing, hats, and 
furnishings. U hile retail sales in the area generalh de- 
creased some 1.5' < . Killian's reported radio-built increases 
in October and \oi ember that averaged some 15.5',. 
continuing well after the series. 

Records Boston Store (Milwaukee, Wise.) 

This large retailer wanted a show to boost sales of phono- 
graph records, radios and TV sets to teen-agers, surveyed 
local teen tastes, and built "High School Disk Jockey Re- 
view." Show, aired on WEMP, uses teen d.j. guests, has 
voting run-off for prizes. Store has since enjoyed "largest 
percentage of increase in sales of any record store, or 
record department in the midwest.*' 

mmm'i "Red Rooster flour" ties radio, point- of-saI< 

■ who guides schune- In-Store P - cmotlons of aN P.O.S. Displays (ie . ln a;r Newspapers back 

v .jdio show with constant 

is Willard types boost "Red Rooster" to commercials with merchandise cross-plugs for show and talent, go all-out for 

build listening that is displayed on counters two days each month with "Red Rooster Specials" 

Bell, guesting on show s hop| 

weather forecasts, highwaj conditions 
.md terse < ommercials for store items 
that arc easil) promoted. It'- a neal 
balancing of urban-appeal and rural- 
appeal programing. 

What makes Red Roostei pull results 
that department store admen can'l be- 
lieve, even when the) see them, is a 
disarmingly-simple secret: the promo- 
tional follow-up. So thorough is this 
phase "i Schuneman's air advertising 
that Red Rooster recentl) walked off 
with the Grand Ward in the sixth an- 
nual NRDGA-BAB contest for depart- 
ment store usage of radio, and also 
landed ., Special Ward for Outstand- 
ing Radio I Coordination \\ ith ( ,ther 
Media. It's the third year in a row 
that Schuneman's has been a prize- 
winner in this contest series, although 
this is the store's first < rrand Ward. 
| For other I'Xil winners, see list at the 
end of tli i - article, i 

It literall) takes a I k to describe 

the methods In which Schuneman sets 
the pace for the nation's department 
stores in the proper integration of ra- 
dio with other forms of advertising. 
Bill Campbell and his staff, Perr) Dot- 
son, sale- promotion manager, and 
Jean Vict !aj . radio continuity editor, 
use ever) good promotional device on 
record, and have added some slick new 
w i inkles of their own. 

Here ale -nine highlights of how 

Schuneman's builds listening for its 
-how. ami sales records at its cash reg- 

In-store promotion Geared both to 
-ales and audience-building, Schune- 
man'- promotions within the big de- 
partment -tore itself are varied and ef- 
fective. Window displays, elevator 
cards, posters at ever) entrance and in 
ever) main department constantl) call 
attention to the show and its personali- 
ties. All merchandise featured on the 
show i- topped with a Red Rooster Ra- 

dio Idvertised capper, in fane) dis- 
plays, foi three days aftei the mer- 
- handise is air-sold; this follows up 
the initial impact of the commercials, 
acts as a reminder. Two days each 
month are set aside for "Red Rooster 
Days," when the whole store blossoms 
out with "Red Rooster Specials" and 
extra promotions. 

Out-oj-store promotion Like the 
promotions within the store, those out- 
side hit hard at building sales and lis- 
tening. Ever) Schuneman ad in metro- 
politan paper- and in weekl) count) 
papers carries a '"corner ear" devoted 
to the -how . Lull-page newspapei ad- 
during "Red Rooster l)a\s." with the 
chanticleer in red. run in evening pa- 
pers. Listener loyalt) is built with spe- 
cial "Red Rooster" mailing piece- -enl 
to new charge-account customers. 
guests, and visitors. Big 24-sheet pos- 
ters at street intersection- boost the 
I Please turn to page !!(> i 

Shoe Repair Brown Thomson (Hartford, Conn.) 
Store's "Sir Ulo" shoe repait department cut out news- 
paper advertising, reduced carcards In half. Spot an- 
nouncements, a newscast series, ami weathei slum on 
11 1 111 uere suhst .> utetl . \ou. store reports "constantl 1 ) 
increasing number of neu customers" as a result o) radio 
schedule; points proudly to customer traffic increases of 
30' I . sales increases of 50' i over last year. 

Bath Rugs Philips (Omaha. Vebr.) 

Reaching holh city and rural customers with its 6:45 
a.m. "Good Morning from Philips" shou since the spring 
of 1945, Philips has used the KOIL series often to feature 
"surprise specials." Typical result: Sale-priced chenille 
hath rugs at $1.19 were plugged one morning. Store 
opened at nine. By 10:30 a.m.. ovei LOO were sold. 
Philips has been a radio use/ for 14 years. 

Xmas Trade Sears (Miami. Florida) 

When Sears discovered, two rears ago, that .some two 
dozen Miami stores would have a Santa < laus promotion, 
Sears felt it needed something "neu." came up with 
"Roebuck the Talking Reindeer" on H I CG. Latest series: 
pre-Christmas taped kiddie interviews with "Roebuck." 
Result: Show series was smash hit, payoff was "in our 
cash registers." 

Towels Linn & Scruggs (Decatur, 111.) 

Customers in a 28-count 1 ) area ate leached sucicssjulh 
through L&S's morning "Something to Talk Ibout" sc- 
ries, on It DZ. Slum originates lire in i minus store de- 
partments. One plug for hud, toweling at 69tf '/ yard sold 
out some seven holts, with 35 yards in each bolt; another 
single plug sold ovei $600 worth of imported cashmere 
ladies coals as a direct result. 

Can $1,000,000 buy a big 

VP%# The most stinging attack 
■ W against television by news- 
paper interests to date came 
on Tuesday. 22 January, when the 
newspaper representative firm of Mo- 
loney. Regan & Schmitt ran an almost- 
full-page ad in the New York Times 
asserting that "a million dollars these 
days no longer buys a big TV cam- 
paign."' However, stated the ad, a mil- 
lion dollars would buy what it called a 
big newspaper campaign — 1,000-line 
ads with a "net paid ABC circulation 
of 20.000.000 families" every other 
week for a year. 

The attempt to disparage the new 
medium came at a time when adver- 
tisers were likely to listen. The fact 
that television costs have risen sharply 
has been a topic of increasing discus- 
sion among advertisers and their agen- 
cies. This issue of sponsor, incidental- 
ly, carries an article on the discontent 
of advertisers with the "crazy quilt" 
of TV production facilities costs (fee 
page 32). A much closer examination 
of over-all television costs on the part 
of the buyer may he in the making. 

But before allowing themselves to be 
stampeded b) often-repeated phrases 

about mammoth television costs, and 
the competitive sniping of printed me- 
dia, advertisers will want to take a 
careful look at the comparative figures. 
In this article, SPONSOR has gathered 
facts and figures which indicate that 
television can equal and far surpass the 
claims for newspapers made by Mo- 
loney. Regan & Schmitt — on a dollar- 
for-dollar basis. 

The Moloney, Regan & Schmitt ad 
I reproduced on page at right) attacked 
television from several directions at 
once. Using an amusing cartoon, it 
pointed out that viewers can only watch 
one television program at a time while 
newspaper readers "can look at all the 
advertisements in the same issue." It 
attempted to emphasize the high cost 
of television by stating that advertisers 
pay to secure the TV audience, while 
newspapers themselves pay to secure 
the newspaper audience. But the ad's 
main premise was that a million dollars 
can't buy a "big television campaign," 
though it can buy a "big newspaper 

Many advertisers would argue that 
television's impact and the opportunity 
it provides to demonstrate products 

Ad impressions comparison: newspaper vs. TV 

Here are two Tl buys which top number of ad impressions yielded by million-dollar 
newspaper campaign on opposite page. Tl campaign (/) costs same as newspaper: 
Tl campaign (2) costs one-half. 

A $1,000,000 newspaper buy 

Space 1,000 lines 

Frequency every other week 

Net paid ABC (ix. 20,000,000 

families per insertion 
Readers pei copy 2.5 

Total readers of papers 30,000,000 
Average Starch noting 22.5% 

I iitnl impressions in two weeks 


ISoiv check these TV buys 


Show "The Web," CBS-TV 

Time b Talent $1,000,000 

Homes reached _ 3,120,000* 

listeners per set _ 2.6 

Viewers reached weekly .... 8,112,000 
Total impressions in two weeks 


2 Show "Firing Tigers," DTN 
Time & Talent $500,000 

Homes reached 2,233,000** 

Listeners pe\ set 2.6 

Viewers reached weekly .... 5,772,800 
Total impressions in tivo weeks 


-.1. R. H Dee 


outweighs mere cost and circulation 
considerations. But without introduc- 
ing any of TV's positive sales virtues, 
let's consider the Moloney, Regan & 
Schmitt assertions on a statistical basis 

The ad describes a campaign which 
delivers a net paid circulation of 20,- 
000.000 families per insertion in 63 
television cities (every other week). 
This actually boils down to only 11,- 
250.000 ad impressions — every other 
week. This total is derived through 
several calculations commonly used to 
reduce raw circulation figures to the 
common denominator of ad impres- 
sions. (Source: CBS-TV advertising 
and sales promotion department.) 

Here are the calculation steps: 

1. You first multiply the 20,000,000 
families figure by 2.5 readers per copy 
(a generous estimate). This yields 50,- 
1)00.000 people who look at the news- 
papers containing Moloney, Regan & 
Schmitt's 1,000-line ads. 

2. Next, you consider how many 
readers actually see the ads. Accord- 
ing to Starch, an average 1,000-line ad 
is "noted" by only 22.5' [ of a paper's 
total number of readers. This means 
that 1,000-line ads running in newspa- 
pers with a total readership of 50,000,- 
000 people delivers only 11,250,000 ad- 
vertising impressions. And that, re- 
member, is on an every-other-week ba- 

Many television programs, both eve- 
ning and daytime, can easily top this 
number of ad impressions for a million 
dollars a year. Spot television cam- 
paigns, similarly, score an easy victory. 

Consider these examples: 

A million dollars will buy a quarter- 
hour strip Mondays, Wednesdays, and 
Fridays on the CBS-TV Garry Moore 
Show for an entire year. This will 
j ield the advertiser 6,897,000 advertis- 
ing impressions. The figure is derived 
by multiplying the number of homes 
reached on Mondays, Wednesdays, and 
Fridays (according to American Re- 
search Bureau, December 1951) by the 
average number of viewers per set on 
these days. 

In two weeks' time, the Garry Moore 
(Please turn to page 66) 



NO: said newspaper rep firm, Moloney, Regan & Sehinil I . 
in anti-TV ad. YES! say nets, station reps in rebuttal 

ONSOR asked members of the 
moon industry to comment on the 

ertisement reproduced at right. Dis- 
am the industry's opinions, a report- 
compile,! the point-by-point rebuttal 
ich appears below. Consensus with- 

77 circles was that, while TV's 
tinting costs are a definite problem, 
seh -based claims of printed media 
st not be allowed to pass unchal- 
-,,/. Many uere inclined to laugh 

the Moloney, Regan & Schmitt as- 
tions as not being worthy of serious 
>ate. Others felt that a rebuttal was 
•il to prevent additional befuddle- 
nt of the already cloudy TV cost 
ture. (For specific cases refuting 
5 figures, see box on page at left. ) 



O* Actually, 

f\ month or more, viewers rotate 
^ from show to show so that a 
program's cumulative audience 
y show as many as four out of five of 
homes reached by it in a single month, 
newspaper readers rotate? Or do ads 
one paper per city alone miss many 
ders completely? 

Jpi A million dollars still buys a 
2J TV campaign big enough to 
^r give sponsors more ad impres- 

sions than they could get with 
; million dollar newspaper campaign de- 
bed in this ad. In terms of impres- 
ns-per-dollar alone, TV is ahead, with- 
I mentioning considerations like its spe- 
ll ability to show products in use and 
ng personal salesmanship to bear. Ar- 
te starting at left contains cost and cir- 
ation breakdowns deflating ad claims. 

£1 A raw circulation figure like 
3) 20,000,000 families is mis- 

^/ leading. To get an idea of an 
ad's actual readership, factors 

luding number of noters per ad must 
projected against the raw circulation 

tistics. This yields a greatly reduced 

mber of ad impressions (only 11,250,- 

every other week in the case of the 

"paign described here). 

<£ There are 15,000,000 or more 
d) TV sets in the U. S. as of the 
^/ date of publication of the Mo- 
loney, Regan & Schmitt ad. In- 
ad of trying to prove its case with 
variation" figure which fails to take 
o account the low percentage of ad 
mg, ad might have pointed to a gen- 
e TV weakness: tough market clear- 
:e for network programs. But the read- 
available answer to this problem is: 
spot TV to clear difficult markets. 

Challenging thoughts for 1952's Million-Dollar Advertisers! 

\2J ^ million dollars these days no longer buys a big TV campaign 

DUt ... a million dollars spent in Newspaper Advertising will buy a big 

Newspaper campaign of 1,000-line advertisements every other week 

for a full year in 79 Newspapers in the 63 TV cities 

and will deliver a net paid ABC circulation of 

/f) 20,000,000 families per insertion - 

in contrast to approximately 

14,500,000 TV sets in the entire U. S. 

All advertising media are gnod...but the Newspaper is by far the best advertising medium 

Moloney, Regan & Schmitt' 

From "New York Times" 22 January 1952 

Illll Clinics spark 
local showmanship 

Advertisers profit through 

better station programs, development of loeal personalities, stepped-up 
merchandising as result of idea-earavans in 35 states, Canada, P. R. 

® , 1 on won't find out sitting in 
an office on Madison or 
Michigan Avenue, but some- 
thing's happening to radio stations all 
over the 1 .S. Far from cringing at the 
lengthening shadow of television, sta- 
tions are going through a programing 
renaissance. They're sinking roots 
deeper into their own communities by 
programing to local taste — via news 
shows which often beat local newspa- 
pers in speed and drama; via the de- 
velopment of more and more of local 
personalities: via original programing 
ideas with community slants. One of 
the most important forces shaping 

this local showmanship renaissance is 
Broadcast Music Inc. and its traveling 
programing clinics. 

The clinics are important to sponsors 
as well as to stations. They're tangible 
evidence that stations are doing some- 
thing concrete to make their facilities 
better carriers for spot announcements: 
and to provide sponsors with a better 
choice of local program buys. To give 
advertisers a full understanding of why 
this is so. sponsor has conducted an 
extensive study of the clinics. On these 
pages ( immediately below I , you'll find 
a history of the clinics, together with 
names of speakers and other facts 

about BMI's two-year-old idea cara- 
vans. In the paragraphs which follow 
are descriptions of results from the 
BMI clinics, gathered in a nationwide 
survey by sponsor in conjunction with 
BMI. In addition, talks given at va- 
rious BMI clinics have been condensed 
here to show you the kind of stimula- 
tion stations are receiving. 

A sponsor-BMI questionnaire was 
mailed to 300 stations which had sent 
representatives to BMI clinics. Of 
these, one-third replied, at least a 10% 
higher response than is average for 
such questionnaires. This indication 
of high interest is confirmed by en- 

The paragraphs that follow tell the story of how and 
why the />'!// idea caravans I clinics) got started and of 
who did the work. 

The clinics have travelled a long way (over 37,000 
miles) since energetic BMI president Carl Haverlin first 
conceived the need for swapping program ideas two years 
ago. They began modestly when station personnel were 
invited to inspect a model music library at BMI's head- 
quarters in Manhattan, and. incidentally, to hear some in- 
structive talk on procedure. The speeches proved so infor- 
mative that the\ branched out into general programing 

ideas. Under supervision of Roy Harlow, BMI's v. p. in 
charge of station services, 17 N. Y. C. clinics were staged. 

Meanwhile, an increasing number of enthusiastic broad- 
casters had approached Haverlin. "Why don't you bring 
these wonderful clinics out into the field?" they asked him. 

"I will," said Haverlin, "as long as the stimulus comes 
from broadcasters themselves. We want broadcasters to 
feel the clinics are theirs — not BMI's. It must be a public 
service enterprise guided by broadcasters." 

Industry leaders were quick to give the clinics their 
solid backing and blessing. At the last N VRTB Conven- 

ers at Akron Clinic (seated, I. to r.) Lyle Lee, WLOK; 
I Dolberg, Dir. Sta. Rel., BMI; Carl Haverlin, Pres., BMI; L A. 
, WCOL; R. Ferguson, WTRF; G. Jackson, WMMN; (standing, I. to 
. Carey, WRVA; D. Baylor, WJMO; R. J. Burton, v. p., BMI; 
George, WGAR; H. McTigue, WINN, and Lin Pattee, BMI 

TEXAS ho, 

Cagle, KFJZ; 


KWFT; H. Fellows, P 
B. Collier, LBS; Han 
R. Herndon, KTRH; 

J. Curtis, KFRO; Gt 
. Haverlin; Kenyon Brcfl, 
es. NARTB; R. Wentwo-th, BMI; (standing, I. to.) 
, McTigue; J. Harris, KPRC; M. Campbell, WFA: 
F. Nahas, KXYZ; G. Dolberg; L. Patricelli, WC 

thusiasm expressed by the respondents, 
none of whom in the least doubted the 
value of the clinics. Moreover, many 
were able to report a decided pickup 
in the morale and verve of the stations' 
staffs and tangible improvements in the 
advertising effectiveness of their sta- 
tions — to the extent that sales were 
made as a result of the clinics. Some 
examples follow. 

"Because of a BMI clinic," said Rob- 
ert R. Tincher, general manager. 
\\ \ \\. Yankton. S. D., "we made a 
sale to a large national sponsor — by 
developing for him a new merchandis- 
ing technique." 

"The BMI clinic was responsible for 
our scheduling an hour and 10 min- 
utes each morning of local news." re- 
ported James D. Russell, general man- 
ager. KVOR, Colorado Springs, Colo. 
"All of it was sold before we sched- 
uled it — and it's stayed sold continu- 
ously ." 

"At the clinic, we got the idea for 
8 night-time, half-hour show incorpo- 
rating hit tunes of best-known Broad- 
way musicals," said Hale Bondurant, 
KFBI. Wichita, Kans. "It sold to a 
local furniture store." 

"As a result of the clinic tips on mu- 
sic-librarv programing." said Robert 
J. Dean, KOTA-KOZY. Rapid City, S. 

I)., "we sold Newkirk Radio Sales a 
music-appreciation show, with the Co- 
lumbia LP Masterworks as the base." 

"The clinic taught us listeners want 
more serious and semi-serious music," 
said William Holm, WLPO, La Salle, 
111. "The programing experimentation 
resulted in two new sales. And a pros- 
pective sponsor is expected to sign soon 
for a serious music program." 

"Discussions about news at the clin- 
ic resulted in our developing a new 
newscast, different than any currently 
being done in Portland. Because of the 
exceptionally fine job this newscast is 
doing, we were able to sell it to an im- 
portant local retail sponsor." This 
from Dick Brown, general manager, 
KPOJ, Portland, Ore. 

"The suggestion that the program 
director accompany the sales manager 
on a visit to a prospective sponsor was 
one we have used with success on sev- 
eral occasions," said Reg Merridew, 
program director, WGAR, Cleveland. 
"In the most recent instance, the spon- 
sor was a nationally known brewery 
and the whole format for what turned 
cut to be a highly successful local pro- 
gram was developed largely at that 

Sales-producing ideas like the ones 
described above came out of clinic ses- 

sions because they were loaded with 
facts. Here, broken down by categories 
and accompanied by the speaker's 
name are condensed excerpts from 
BMI clinic talks. In reading through 
them you'll note ideas which are valua- 
ble for sponsors and agencies to bear 
in mind for their own programing. 
Perhaps the main moral coming out of 
the advice given to broadcasters here 
is this: local programing is getting 
better, should provide better buys. 

Program showmanship 

Ted Colt, General Manager, W1SBC-TV- 
FM, /Veic York City: 

1. Devise individualistic program 
gimmicks to focus attention on your 
station, to make it seem different from 
ilt competitors. For example: 

(a) Since WNBC had been using 
the same sign-on, sign-off announce- 
ments for 20 years, it was decided to 
change them. Cott got Somerset 
Maugham, Fannie Hurst. Norman Cor- 
win, Louis Untermeyer, Arch Oboler 
to write announcements most pleasing 
to them; they gladly obliged. 

(b) To get a new twist on a disk 
jockey show, tape in introductions to 
records from interesting people in your 
community — mayor, congressman, gov- 

( Please turn to page 77) 

ticn, 29 state broadcasters" associations declared their sup- 
port, and chose a steering committee (headed by Emmett 
Brooks, WEBJ, Brewton, Ala.) to arrange for future clinics. 

So the reports confirm. In 1951, more than 3,040 sta- 
tion executives attended 37 clinics, aided by the supervi- 
sion of BMI's station relations director Glenn Dol- 
berg. The traveling brain trusts dispensed their program- 
ing knowledge in 35 states, in Winnipeg. Canada, and Puer- 
to Rico (see pictures of some of the sessions below). 

Speakers at the one-day sessions covered a wide range of 
subjects. Ted Cott, general manager, WNBC and WNBT, 

New York, gave anecdote-packed discourses on station 
showmanship. Harold Safford, program manager, WLS, 
Chicago, talked on "The Science of Building the Farm Au- 
dience." William Holm, general manager, WLPO, La 
Salle, spoke about "Programing with a Limited Budget." 
BMI's vice president, Robert J. Burton, frequently held 
forth on "History and Application of Copyright Law." 
Several ad agency executives also spoke at various BMI 
clinics. A handful includes Audrey Williams, radio direc- 
tor, Fitzgerald Advertising Agency, New Orleans; Peter 
Forsch, account executive, Young & Rubicam. * * * 

NORTH CAROLINA Speakers and quests at Charlotte Clinic included 
(seated, I. to r.) J. Frank Jarman, WDNC; Harold Essex, WSJS; Robert 

BMI; Earle J. Gluck, WSOC; Ken Sparnon, BMI; Chas. A. 

Treas., BMI; (standing, I. to r.) Peter Forsch, Y&R, N. 

W a ||. 

Dave Baylor, WJMO; G. Dolberg'; H. C. Rice, Nat'l Pro'd. Mgr., MBS 

11 FEBRUARY 1952 

TENNESSEE Nashville Clinic (seated, (I. to r.) D. G. Graham, WCBS; 
T. Slater, Ruthrauff & Ryan; Helene Russell, WKDA; C. Haverlin; H. W. 
Slavick, W. Mount, WMC; L Draughon, WSIX; (standing, I. to r.) J. Mc- 
Donald, WSM; C. B. Seton, atty:; J. B. Sheftall, WJZM; M. Arnold, WIP; 
C. Gullickson, WDOD; G. Dolberg; K. Sparnon; T. B. Baker, Jr., WKDA 

the biggest stars on the biggest programs 
in television . . . 

the biggest audience on the biggest network . 

ft*.' M •: : w> ■ i <M . - -* 

For every advertising dollar invested today, 
television delivers more people . . . customers . 
sales than any other medium. 

And that is the measure of its success. 
Specifically, among program viewers, 
the average show raises sales by 37%. 

Results. Such as, for our own Show of Shows — 
36.8 extra customers per month for each TV dollar. 


the biggest opportunity for the biggest 
sales results! 

And for ad' 
NBC offers 

vho plan big to sell big, 

Fresh time periods are being opened by 
NBC-TV, with low budget shows and high budget 
shows, to place the selling force of television 
within the reach of all advertisers. 
Write or call NBC-TV Sales. 

The re.ull, figure, are from the remarkable study, 'Televisi, 




The network wher 


Is there any tvai| that the NCAA van substantially 
mod if y its poliey on TV and still serve the colleyes 9 
best interests? 

I National Marketing Director 
Ed Altshuler Kaye-Halbert Distributors, Inc. 
I Los Angeles 


picked panel 


Mr. Altshuler 

In 1051 the Na- 
tional Collegiate 
Athletic Associa- 
tion conducted an 
experimental tel- 
evision program, 
the main purpose 
of which was to 
measure the im- 
pact of live tele- 
Mr. Furey casting on atten- 
dance at college 
football games. This experimental pro- 
gram was set up primarily on the basis 
of a statistical study made by the Na- 
tional Opinion Research Center under 
the joint direction of the NCAA and 
the four major networks. The NORC 
report, which covered the 1948-49-50 
football seasons, definitely indicated 
that live telecasting affected attendance. 
In organizing the experimental pro- 
gram, the TV Committee was faced by 
the fact that a substantial number of 
members favored a complete TV ban 
and that a small but vocal minority 
was strongly in favor of unrestricted 
live telecasting. To complicate the sit- 
uation even further, the TV industry 
came out strongly against the experi- 
mental program and used all possible 
means to keep it from being put in op- 
eration. The networks claimed that an 
experimental plan was not possible 
technically thai il wasn't feasible corn- 
men ially and raised serious questions 
as I" il- legality. 

In Bpite of these formidable obsta- 
cles, the TV Committee guided by the 
NORC, conducted an interesting ex- 


perimental program during the 1951 
season. All possible types of TV game 
situations were combined with a series 
of regional blackouts. The NORC not 
only studied these game situations sta- 
tistically but also set up a rather com- 
prehensive series of opinion polls. 
Their preliminary findings, which were 
presented at the annual convention of 
the NCAA at Cincinnati on January 
10-12, 1952, showed some interesting 
trends. The final report will not be 
available until some time in March and 
no factual material will be available 
for publication until that time. 

On the basis of the preliminary re- 
port the NCAA decided by a vote of 
163 to 8 to set up a controlled program 
of telecasting during the 1952 season. 
The exact form of this program will be 
determined by the new TV Committee 
at an early date. In my opinion, the 
NCAA television policy will be a con- 
tinuation of the efforts of this past 
year and an attempt to find ways and 
means whereby television and college 
football can continue to live together 
for their mutual benefit. 

Ralph Furey 

Co-chairman, NCAA TV Committee 
for 1951 

New York 

The NCAA has 
taken a complete- 
ly negative ap- 
proach to the 
matter of televis- 
ing college foot- 
ball games. Their 
principal fears 
are that live tele- 
vision will dam- 
Mr Harris 8 8 e - atC me 'P ts 

of the big col- 
leges and spell the end of football for 
the minor colleges. 

Of course, we heard the same argu- 
ments against radio broadcasting not 
too many years ago. And yet few col- 
lege athletic directors will argue the 
fact that one of the principal reasons 
for the tremendous increase in football 
attendance has been the popularizing 
of the sport via radio broadcasts. 

While I concur that television pre- 
sents some problems not inherent in 
aural broadcasting alone, nonetheless 
I am confident that television of live 
football games will have the same long- 
limge benefits to college football in the 
next decade that radio broadcasting 
has brought to the sport in the past 
20 years. 

I do not believe that an artificially 
contrived, highly restrictive system of 
national control and blackouts will ac- 
complish anything. Eventually the ma- 
jor colleges themselves will rebel 
against such a system. 

I would like to see the NCAA return 
control to the individual colleges, to 
be handled as they have always han- 
dled radio broadcasting. With a firm 
belief in television's selling ability, I 
would like the opportunity in Houston 
of being given the job of helping to 
get the crowd out into the stadium as 
cur price for televising the game. 

Let the business manager or the ath- 
letic director set what they consider 
to be a fair attendance figure for a 
given game. They would naturally take 
into consideration the two teams' sea- 
son records, the natural rivalry of the 
contest, any outstanding players, and 
other such factors which have more 
hearing on attendance than whether 
the game is to be televised. 

Then the television station could use 
its resources to promote that game and 
push the ticket sales to the projected 
figure. Once that goal was accom- 
plished, the college could have nothing 


to fear from televising the game. 

This. 1 believe, would he a positive 
and workable approach at the local j 
level, 1>\ the college and television sta- 

V- for the small colleges who might 
k affected, they should do as the) 
have already done in Texas; play their 
games on Fridays and Saturday nights 
where the) could not possibly be af- 

Jack Harris 
General Manager 

BThe most impor- 
tant modification 
of the NCAA TV 
policy is to add 
local television of 
local football 
games to their 
present national 
network games 
wherever facili- 
Mr. Jordan ties permit. The 

main danger from 
television is not so much its effect on 
attendance, as the fact that it could 
build up a monopoly for a few big foot- 
ball teams with enormous visibility and 
rights income if the local schools are 
denied permission to televise in their 
own communities. 

The NCAA television committee rec- 
ognized this danger in their report to 
the NCAA convention on 8 January, 
which said, "The wider the spread of 
television among the colleges, the less 
its effect in the field of over-commer- 
cialization of athletics. It is only 
through a controlled program involv- 
ing many more teams that this greatest 
threat to the integrity of the game can 
be met." 

Few colleges have a national follow- 
ing that can justify high network fees. 
But most colleges do have large local 
and regional interests, and can protect 
those interests only if they are per- 
mitted to televise their own games at 
the same time the big network game is 
on the air. Attendance studies by Jer- 
ry Jordan in all sports show that the 
local team needs this visibility in its 
home community if it is to hold inter- 
est against the big fellows on the net- 
work. The 1951 NCAA plan permitted 
only one game per city — most of them 
network games. For 1952, if local col- 
leges are given the right to televise in 
(Please turn to page 83) 

HOOPER' 4* Am* 


-November, 1951 

KVOO "B" "C" "D" "E" 

8 to 

12 am 28.8 22.9 20.1 4.4 15.1 

12 to 

6 p.m 43.8 26.0 7.5 6.6 14.5 

6 to 

10:30 p.m. ..41.3 30.8 13.4 7.3 
6 to 

8 a.m 43.2 24.2 6.8 2.5 ** 

12 to 6 p.m.. 24.4 20.8 9.9 12.0 21.0 

* Daytime only 

•* S.gns on ot 7 a.m. 

// your advertising dollar needs to 
do its best possible job (and whose 
advertising dollar doesn't?) You'll 
measure it on a cost per listener 
basis. When you do that you'll 
choose KVOO, Oklahoma's Great- 
est Station. 


National Representatives — Edward Petry & Co., Inc. 

11 FEBRUARY 1952 

Commercials only 

by Bob 

i.t seems odd lo me that there are 
folks who still say television isn't edu- 
cational. Take my case. Thanks to 
TV, my eight-} ear-old daughter now 
knows how to smuggle another man's 
cattle across the horder, whereas my 
ten-year-old daughter tells me she even 
knows ways to alter the brands so she 
can keep any cattle she steals right 
here in the good old U.S.A. 

As for my one-and-a-half-year-old 
boy, television has definitely taught 
him to tell time. When I turn the lit- 
tle knob to the left and the flickering 
goes off. he knows the girls will start 
to cry and stamp on the floor and that 
means it's time for supper. And now. 
with Garrowav on in the a.m., the same 
goes for breakfast. 

Of course, it's far easier for children 
to learn things. They're so adaptable, 
but teaching an old dog new tricks is 
a lot harder. For example, my wife 
has learned a lot of fine new things 
from television. There's the night we 
all sat down to what we thought was 
going to be just an ordinary meal — 
maybe some tasty pot roast or chops or 
something like that — well, in trotted 
the little woman with a Betty Furness 
smile and a bowl of stuffed cucumbers. 

"Heard about it on TV," she said 
proudly. "There's cheddar cheese and 
boiled walnuts and chopped raw beet- 
tops inside." 

"Are you sure it's supposed to be 
eaten?" asked the ten year old. 

"I was watching a cooking show to- 
dav," said her mother ignoring the 
child. "I wrote everything down that 
the lady said except at the very end 
when I got called to the phone. I think 
the beet-tops are meant to be raw.'" 

It would be very self-centered ol me 
to imply that only the other members 
( I my famil) have been getting edu- 
cated by watching television. There 
was a time, for instance, that I couldn't 
tell an Indian Death-Grip from a Half- 
Vlson. \lso. I'll confess, I used to 
think the praying mantis was indige- 
nous to the panhandle and Helen 
Twelvetrees was a dancer. Now I'm 
up on these tiling and can discuss 


them as well as the next person (who 
happens to be our neighbor and has 
no set of his own). 

In addition, I read the other day that 
someone in a hospital performed an 
operation on a TV network in color. 
So I guess it's only a matter of time 
before even the youngest member of 
the family will be wielding a scalpel. 
Television not educational? Who could 
have said that! 

Certain agency-characters I know 
are always bending their creative ef- 
forts to prove the ineffectivensss of tel- 
evision. This is the same group that 
makes statements (or shows charts) 
about the fact that 50 r r of the people 
in New York City haven't got televi- 
sion sets (whereas a proponent of the 
medium would have made the com- 
ment that 50 % of New Yorkers have 
television sets). 

To this staunch but withering 
group I'd like to present a tender para- 
ble explaining whv the horse is better 
than the motorized carriage — how oats 
cost less than gasoline, that the beast 
is warm and faithful and likes chil- 
dren, and how it usually can find its 
way home when the driver is loaded. 

While we're on the subject of those- 
who-knock-TV, a word about the re- 
ception the newspapers have given 
Dave Garroway's early morning epic. 
If I were in the newspaper game I'd 
knock even harder. I'd be darned 
scared. As I understand it, a lot of 
folks haven't time to read their morn- 
ing papers these days. 

commercial reviews 

sponsor: Mott's Cider 

ACENCY: Young and Rubicam New York 

PROCRAM : ! Announcement 

It always does my heart good to see an 
advertiser with the persistence and advertising- 
savvy as displayed by Mott's recent cider-chain- 
break. Their clever piece of animation with the 
lip-sync-ed apples and cute song has been well 

established for Mott's Apple Juice on TV for 
a number of years now. 

So when Mott introduced cider, it utilized 
the same tune and animation instead of start- 
ing all over. In other words, someone said- 
it's our tune, we've got lots of money invested 
in it, so let's keep the ditty working for us. 

Too many advertisers use a tune for a year 
and then say, "We did that, what now?" If 
the public became satiated every twelve months, 
this might make a modicum of sense. Most 
changes are made, I'm afraid, to keep the agen- 
cy busy. Here's a status quo that's a good ob- 

ject les 



sponsor: \lillette 

agency: Moxon, Inc., Detroit 

program: If ri Joy Night Fights 

I hav 

e to hand it to Gillette. After several 
seasons of those phoney live-action vignettes 
which always ended up with some package-in- 
sert dialogue regarding the razor, blade, and 
dispenser, they've developed one of the cleverest 
approa hes to animation I've seen. 

All the sales points are made by animated 
men or elves with lip sync — holding interest and 
allowing phrases that on:e sounded so phoney 
to come over fine. The razor and blades, though 
drawn, are rendered as realistically as live-pho- 
rog-aphy. Thus the important part of the 
video-message, being the product, not the peo- 
ple, gets the benefit of realism (avoiding the 
big pitfall of animation, and the para which 
realism tended to weaken now com* into their 

The Gillette "Look Sharp" tune is as cute 
and cat'hy as they come, though I think it 
gives full evidence that rhymed lyrics don't pack 
the impact or veracity of straight copy since I 
recall what I know about the product, not from 
the .rune, but the other copy. Still, in the 
course of a lengthy boxing bout, a little whimsey 
and change of pa*-e in commercial copy definite- 
ly is a help, so the tune becomes a plus. 

sponsor: I White Owl Cigars 

acency: Young and Rubicam, New York 

procram: I After Wed. Night Fights 

Mel Allen's handling of straight live cigar 
copy in this stanza left nothing to be desired. 
Mel's a guy who really looks like he knows a 
good cigar, enjoys smoking one, and can give 
sound advice about choosing a brand. 

Being a dyed-in-the-studio TV-man, I'd even 
suspect Margaret Truman of using a visualizer 
while singing the National Anthem, so I'll have 
to admit Allen's del. very was as ad-lib sound- 
ing, as natural, and as colloquial as conversa- 
tion, hence just as believable. 

Mel also handled the placing of a cigar in 
the guest's face gracefully, the lighting up and 
puffing realistically and the registration of sat- 
isfaction without the usually inane grin which 
TV is so cluttered with these days — an achieve- 
ment of no mean proportion. 

In addition to convincing copy, well deliv- 
ered, I might say that White Owl also has 
the distinction of being the only cigar without 
music or animation. This cheroot may have a 
hole in its head (as the copy states), but its 
advertising people decidedly do not. 




11 FEBRUARY 1952 

Here are a few of the many 

xsm °mM 

w-jmr wU 


VM<g W&3UI 9Ul<€ &<§W CfCICC 




Fin ur 



who vj££\\\\% dynamic role ! 


mm i jrM\ 

This SPONSOR department feati 

broadcast advertising significance culled fi 

ments of the industry. Contributions ar< 

♦liiciiicdt; of lasting value promotes Borden show, product 

When \ on can promote your show 
and product simultaneously at point- 
of-sale — and do it. to boot, with a 
leaflet people aren't likely to throw 
away — \ ou've reallv got something. 

&V _^_ ' $ 

JM Th- L.fl.t t.ll. rou ^ 

<CO^ ho. to d.t.c. count.*.* mon.y. Jf) 

3) Stud, 1 c.r.fylly .»d th.n t... y o„r,.K & \% 

g-term plug for Border 

The Borden Company has hit on 
ju>t such a scheme to promote its In- 
stant Coffee. In connection with its 
NBC-TV anti-crime show, Treasury 
Men in Action, it has issued a point-of- 
sale give-away booklet titled "Do you 
know your money?" which tells graph- 
ically how to detect counterfeit curren- 
cy It is available to customers in gro- 
cerj chains and independent stores 
across the land. Since it is a thing of 
permanent value, it is likely to serve 
as a continuing promotion for both 
the show and the coffee. So far, some 
5,000,000 copies of this public service 
pamphlet have been distributed to 
stores, and an additional 1,500,000 
have just been printed. 

The leaflet is part of a merchandis- 
ing plan Borden launched recently for 
it- Instant Coffee. First a brochure 
urni to store managers offering for dis- 
play purposes a huge floor bin capable 
of holding four cases of the coffee, plus 
copies <>f the "Do you know your mon- 
ey?" booklet. Response from mana- 
gers was good, and the company now 


has large coffee displays in an increas- 
ing number of retail food stores. 

The booklet is a natural tie-in with 
Treasury Men in Action, which dra- 
matizes case histories of counterfeiting 
and other crimes broken up by the "T- 
Men." Basic facts about money and 
ways that phony currency and coins 
can be differentiated from the real 
thing are set forth. It points out, for 
instance, that in bogus bills, the saw- 
tooth points around the rim of the col- 
ored seal are usually uneven, broken 
off, whereas on the genuine article 
these points will always be even and 
sharp. The serial numbers on a coun- 
terfeit bill will be poorly printed, bad- 
ly spaced, uneven, in contrast to the 
firm, even, well-spaced numbers on a 
good one. Coins which feel greasy, and 
make a dull sound when dropped, are 
likelv to be slugs. -k -k -k 

Radio Reports checks air 
plugs advertisers might miss 

Advertisers who want to be kept in- 
formed of mentions they or their prod- 
ucts receive on the air (outside of 
shows they sponsor) can do so via the 
services of Radio Reports, a radio and 
TV "clipping"' service. They can also 
check on whether a spot commercial 
scheduled for a given time on a given 
station was actually aired. 

The nationwide organization, 16 
years old, now monitors over 16,000 ra- 
dio and TV shows each month, most 
of them unscripted interview or "talk" 
shows, in nine major metropolitan 
areas. They cover not only product 
mentions or brand names, but also 
ideas, trends, or commentator react- 
ion to specified subjects. Among sub- 
scribers to the service are B. Altman 
& Co., American Dental Association, 
N. W. Aver. Bethlehem Steel, Carl 
Byoir, Chase National Bank, Consoli- 
dated Edison. Crowell-Collier. 

Here's how Radio Reports monitors 
shows: The unscripted programs are 
recorded from the air on seven-inch 
plastic Sound Scriber disks. Staff mem- 
bers listen to these and make written 
synopses, which are then scanned for 
anything of interest to any client; the 
pertinent quote is copied out verbatim 

\ <•«• map of nation's TV stations issued by Weed 

Weed & Company has just issued a 
map (below), 17" by 21", showing 
the nation's TV stations. Also shown 
are TV network connecting lines al- 
ready in operation (solid lines), as 

well as new connections to be set up in 
1952 (broken lines). Map is available 
free to people in the industry. Just 
drop a line to Peter James, Weed & 
Company, 350 Madison Ave., N.Y.C. 


then forwarded to the client. Shows 
are listened to and recorded in New 
York, Los Angeles, Cleveland, Chicago, 
Detroit, San Francisco, Philadelphia, 
Washington and Boston. 

A special advertiser service is ren- 
dered by the organization's Spot Moni- 
toring Department. This department 
has 150 spot monitors throughout the 
countrv, at "listening posts" in 44 
states, who. on assignment from ad- 
vertisers, check to see if commercials 
are aired as scheduled. * * * 

WCAU veteran advertisers 
renew; shotv faith in AM 

Its alwavs good news for a station 
when a client renews, hut on WCAl 
recently, four of them did simultane- 
ouslv. And these advertisers were 
WCAU's four oldest. The combined 


Eden signs, Thornburgl-i, WCAU p.es., looks 

total of their continuous runs comes 
to 86 years. 

The breakdown : Household Finance 
Corporation, 25 years; Horn & Har- 
dart Baking Company, 24 )ears; Amer- 
ican Stores (food chain I, 21 years; 
Breyer Ice Cream Company, 16 years. 

In renewing their contracts for 1952. 
the advertisers expressed not only their 
continuing confidence in WCAU — but 
confidence in radio as a sales medium. 
William H. Eden, American Stores' 
vice president (see photo above), said, 
"We have found our advertising in 
\\ CAL to be a s effective now as it was 
20 years ago; that's why we are extend- 
ing our contract another year." * * * 

Briefly . . . 

Ruthrauff & Ryan celebrated its 40th 
Anniversary in January with a banquet 
at the Hotel Roosevelt, New York. Old- 
timers at the affair recalled that it was 
at a party on Cape Cod that Fred- 
erick B. Ryan chanced to meet the late 
Wilbur Ruthrauff in 1912. Real estate 
(Please turn to page 81) 


SJOjJWjwjM!;, Vice-Pres. Gen'l Mgr. 
Associated Program Service 151 W. 46th, N. Y. 19 

Nothing succeeds like success — 

Orders keep pouring in for our new 
APS specialized libraries, so if you 
haven't gotten the facts on the APS spe- 
cials, read this very carefully! 

For the first time in transcrip- 
tion library history broadcasters 
may lease only the library music 
they need, use and want and pay 
only for what they play. No long 
term contracts — APS specialized 
libraries are leased on a simple 
one year minimum contract. 

Want to make your salesmen more 
productive? ! ? Then you want the APS 

You get Mitch's famous tran- 
scribed sales course series (12 re- 
leased so far) — all of them, plus a 
new 30 minute episode on a differ- 
ent phase of selling every month. 
You also get a jingle library con- 
sisting of advertiser lead-ins for 
more than thirty different types 
of business, time and weather 
jingles, dollar day spots, etc. 
Price? Just $22.50 per month! 
This library is now available on 

Want to dress up your local pro- 
gramming — give it standout identifica- 
tion and importance?!? 

Then you must get the APS 
BRARY, (there is a radio and a 
TV version of this unusual serv- 
ice). You get big, lavish general 
and special purpose themes, 
moods, bridges, stingers, fanfares, 
etc. — over 300 selections in all — 
all carefully coded and catalogued 
for quick use when you want 
them. Here's music you can't get 
on phonograph records — music 
you have to "dig for" in other full 
libraries. Cost? Only $19.50 per 
month. Take your choice: LAT- 
ERAL or VERTICAL transcrip- 

How about big sh< 

*view programs 

— are they important to you?!? Are 
you struggling to stretch the material 
you now have in your present library 
or have I ? i on a few scattered phono- 
graph records? 

11 FEBRUARY 1952 

LIBRARY is a must for you! 80 
different shows get the incompar- 
able APS full orchestra, complete 
chorus and featured name vocalist 
treatment in this unique library. 
$22.50 per month delivers it to 
your station. 

How about radio music? If you're 
tired of listening to juke box music, 
we'll bet your listeners and your clients 
would welcome a change too! The 
cream of the APS Light and Popular 
Concert section culled from the full 
APS library forms the backbone of our 

We'll wrap yours up for $47.50 
per month and send you a basic 
service of more than 35y 2 solid 
hours of 100% radio music. Tag 
on an extra $5.00 if you'd like to 
get 2 double-faced discs of new 
radio music to add to your basic 
service each month. 

Do you program only popular music? 
You're missing a sure bet if you pass 

More names — more selections, 
(all specially instrumented and 
arranged) than you'll find in most 
other full libraries. Names like 
Mindy Carson, Rosemary Clooney, 
Vic Damone, Evelyn Knight, Guy 
Mitchell, Kay Armen, Ralph 
Flanagan, Al Goodman, Martha 
Wright, Phil Brito, Dick Jurgens, 
Frankie Masters, Denny Vaughn 
and many, many more. 
729 basic selections in all comes to 
you for $39.50 per month. You'll keep 
this library "extra live" for another 
$5.00 per month which delivers 2 addi- 
tional double-faced discs of new music 
of your choice every single month. 

Is concert music your problem?!? 
We've got an APS CONCERT LI- 
BRARY for $32.50 per month. Are 
novelties your forte?!? The APS 
NOVELTY LIBRARY is yours for only 
$19.50 per month. 

Detailed breakdown- and auditions 
are yours FREE for the asking. Don't 
wait! Get the full story today! 

Specialized libraries are APS exclu- 
sives — they are not available from any 
other source. Dozens of station- are 
usirifr them. 


you can't get a tai 

n television 

•If you'd like a detailed analysis of the summer televisic 

advertising opportunity, ask CBS Television Sales for 

recent publication 'It Takes Four Quarters To Make A Dolla 

A peculiar summer, last summer. Hard to 
sec how anybod) gol a sun-tan. Judging l>\ 
statistics, most people spent the summer 
indoors, looking at television, just as they'd 
spent tlio winter, and autumn, and spring. 

We know yon can do almost anything, with 
television, I nit the fact is that nobod) ever 
got a tan from a cathode tube. 

But it's just as true that summer sponsors 
didn't get burned, either. 

Most CBS Television advertisers who kept 
their names and products selling all last 
summer (and most of them did) found* that 
...they were reaching big audiences — often 
larger than their October-April average 
. . . they reached those big audiences at a 
low cost per thousand— frequently lower 
than their October-April average. 

Summer's going to be hot again this year— 
in (d>S Television. \nd the people who are 
going to stay coolest and most collected 
—and collect most— are the advertisers who 
see to it the) stay in that picture. 




SPONSOR: Niresk Industries AGENCY: Robert Kahn 
CAPSULE CASE HISTORY: Niresk cuivertisted its Baby 
Blue Eyes doll through the purchase of four 15-minute 
portions of an early morning program. Pete & Joe \\ ake- 
Up Show. The four shows brought 261 orders for the 
$5.95 doll, a $1,552.95 total. Pleased with the result, Ni- 
resk renewed for 28 more 15-minute programs. This 
brought an additional 1,850 orders or an $11,007.50 gross 
at a cost-per-order of SI. 34 — a bit less than 23' < of the 
purchase price. 
WJR. Detn.it PROGRAM: Pete & Joe Wake-Up Show 

SPONSOR: Howard Green AGENCY: Direct | 
CAPSULE CASE HISTORY: Green, a fruit grower, had 
hundreds of peaches falling off his trees, making a fast \ 
sale necessary. One Friday and two Saturday announce- 
ments for $19.80 told listeners about the over-ripe peaches 
on sale at a dollar a bushel. The announcement theme: 
"Pick your own peaches." By late Saturday well over 
600 cars were at his farm with others turned away when 
the peaches were sold. Final sales figures, 1,500 bushels, 
grossing $1,500. 

WJTN, Jamestown, N. Y. PROGRAM: Announcements 


SPONSOR: Valentine Home Products AGENCY: Direct 
CAPSULE CASE HISTORY: Valentine tried both direct 
mail and newspaper advertising, without success. Their 
ad aim: to find women who would be willing to give 
Plastic parties in their homes. They turned to Platter 
Party for recruiting housewives. The show, a Monday to 
Friday feature from 1 :00 to 1 :05 p.m. The pitch : a small 
gift to women who wrote "Why I would like to give a 
flastic party." Four weeks brought 206 party sites, 
$2,800 in sales at a $120 cost. 
WSYR, Syracuse, N. Y. PROGRAM: Platter Party 






SPONSOR: Southside Liquor Store AGENCY: Direct 
CAPSULE CASE HISTORY: Southside publicized a sale 
on beer by running seven announcements in one day. 
Cost: $63. Store reported that right after the first an- 
nouncement sales picked up and within one hour 150 
cases of beer were purchased. A steady stream of cus- 
tomers continued for six hours, with ivould-be purchasers 
lined up for 200 yards outside the store. First announce- 
ment sales gross was $540, ivith hundreds of dollars more 
coming in during the day. 

KFAR, Fairbanks, Alaska PROGRAM: Announcements 

SPONSOR: Olson Travel AGENCY: Kencliffe-Breslich 
CAPSULE CASE HISTORY: Every Saturday morning 
Olson promotes its all-expense European tours on the 
Norman Ro?s Hour. This show, featuring classical am 
semi-classical recordings, also offers listeners information- 
al booklets on various tours. First week's mail response 
brought $84,700 worth of business or 242 times Olson's 
$350 weekly expenditure. Olson still spends $350 weekly 
and gets the same approximate rate of return. 
\Y\I \(.>. Chicago PROGRAM: Norman Ross Hour 



SPONSOR: A. \Y. II.rk.-r Co. IGENCJ : Direcl 

CAPSULE CASE HISTORY: This manufacturer of ma- 

chined metal parts desperately needed skilled employees 
to complete government contracts. As an experiment, the 
concern spent $504 over a three-week period on run-of- 
the-schedule announcements. This, after printed media 
jailed. At the end of three weeks, Hecker had 120 appli- 
cants. From these they selected the most suitable. Hecker 
then renewed its radio announcements '/\ </ solution to its 

personnel problem. 

WIMO. Cleveland 


SPONSOR: (.ran AGENCY: Direct 

CAPSULE CASE HISTORY: Graco, an International 
Harvester distributor at Woodland. Cal., makes a $132.54 
weekly air expenditure account for 25% of total sales. 
His "secret" is consistent broadcasting. Graco's sole ra 
dio venture is the Valley Farmer program, Monday 
through Friday, 6:45 to 7:00 a.m. This is the tally aftei 
four years of sponsorship. Annual sales attributed t< 
radio: $500,000. Fifty-two week radio cost: $6,890. 
KICK Sacramento PROGR \M: Valley Farmei 


_L What makes station prestige? 

Good Programming 
Adequate Power 
Mechanical Perfection 



That's Why 




Memphis No. 1 


■^^GEOF^ ^ ,,,^5 GBEATEST MA BgErs 


11 FEBRUARY 1952 55 




There's a modern Pied 
Piper charming youngsters 
in Central New York every 
afternoon on WHEN. 

He's our Bob Ehle, whose 
personal appearances invari- 
ably draw turn-away crowds. 

You'll find Bob Ehle at 
every week-day afternoon at 
5:00 P.M. on WHEN. 







mmmmmmmmrjfwm Everard W. Meade 

MMBMBBBm *>«o/™ v. P ., Yo Ung & rumc.* 

Agency v.p.'s tend to freeze up when asked about billings, but 
even Young & Rubicam's competitors admit that Y & R went over 
the $30 million mark in radio and TV billings last year. Top radio/ 
TV executive at Y & R (as well as a member of the Executive Com- 
mittee and Plans Board I is Everard W. Meade, a 42-year old Uni- 
versity of Virginia grad who started as an office boy at Benton & 
Bowles in 1933. 

Later he worked on the Fred Aslaire Show, was an assistant on the 
Jack Benny spot ("who wasn't?" he says), moved into command of 
the Burns and Allen opus, and handled Silver Theater. 

"Ev" did his first hitch with Y & R from 1935-'38. After a stint 
with Ruthrauff & Ryan, a hitch with the Navy, and almost a decade 
as assistant to American Tobacco's G. W. Hill, he rejoined Y & R. 

Even with such accounts as General Foods, Schlitz beer, Goodyear 
rubber, and Cluett, Peabody (Arrow shirts), the high cost factor of 
TV is becoming a problem. "We got a fine deal alternating our 
client, Goodyear, with Philco on Television Playhouse. To my mind, 
alternate-week programing has it all over participations. The TV 
commercial has so much impact that we believe it lasts longer. When 
you get into participations and your commercial has to compete with 
the other products on the show as well as a hodge-podge of station 
breaks, your message is apt to get lost. 

"The problem raised by TV is that of doping out a pattern that 
the client can stick with, rather than plunging in merrily and having 
to back out shamefacedly 13 or 26 weeks later when the budget is 
shot and the show is building a nice rating. It's always a weakness 
and a temptation not to be businessmen but to be showmen. That's 
not a formula that keeps clients. 

"Another shift in point of view has been caused by TV. As you 
pointed out in sponsor (28 January), agencies used to put together 
about 30'; of their radio shows, independent packagers are now 
responsible for about 55'y of network TV presentations. W'lirre we 
used to feel that practically any 'bright young man' could handle a 
radio show, were leaning more and more on the 'professional' now." 

When not tussling with these headaches, Ev makes his home with 
his wife and daughter in the Gramercy Park Section of New York 
City. \ summer vacation at Virginia Beach usually gives his family 
a chance to get the sun, and Ev a welcome opportunity to dip his 
fly-rod in nearby streams. 


In the chips — 

WSM-TV increases 

sales 30% 

in one season 

In less than six months, with only 
one program a week on WSM-TV, 
Lay's Potato Chips showed a 30% 
sales increase in the Nashville area. 

If your sales curve is a bit stubborn 
about growing in the right 
direction, maybe what you need is 
some spade work WSM-TV style. 

Irving Waugh or any Petry Man 
will welcome a chance to show 
you what a little intensive WSM- 
TV cultivation has done not only 
for Lay's but an impressive list of 
local, regional and national 

How about reaching for your 
phone now? 



Channel 4 

11 FEBRUARY 1952 

"Sleight of Hand" 

When Pulse reports its 
base number of homes vis- 
ited and interviewed for a 
rating figure, you can be 
sure it is so. No weighting 
or doubling has occurred. 
But when a telephone co- 
incidental system employs 
duplex, beware. 

This system asks each re- 
spondent what he listened 
to 15 minutes ago. Then 
the base sample for 15 
minutes ago is doubled be- 
cause it includes coinci- 
dental phone calls made 15 
minutes ago and these 
unaided telephone recalls. 
But let's ask by what sratis- 
tical "sleight of hand" the 
not at home coincidentals 
give recall answers for the 
previous 15 minutes. 

Does this convert 1 phone 
call into 2 as the telephone 
coincidental surveyor 

THE PULSE Incorporated 

15 West 46th Street 
New York 36, N. Y. 

What's New in Research? 

Do viewers like television programs? 

a SPONSOR original 


Are you satisfied or dissatisfied with the qual- 
ity of television programs at the present lime. 
I // dissatisfied) Why are you dissatisfied?* 


Satisfied 77.5% 

Dissatisfied 22.5% 

Male Adults 


Female Adults 


Reasons for 
[Base: 88.ff# i 


ire dissatisfied) 

More educational programs needed... 
Too much advertising 
Treat public as children 
Too many v 

:ulous; silly ... 

; programs . 

7. Prograi 

8. More educatio 

9. Too many children's 

10. Movies too old .. 

11. Too many mysteries _ 

12. Too many movies..- 

13. Programs bad influence on children.... 

14. Too many variety programs 


. 8.9% 



.. 6.5% 

. 6.0% 


Note that only one out of 
everj four of those inter- 
viewed, in the study at 
right, expressed dissatis- 
faction with what they saw 
on TV; also that this ratio 
held true regardless of sex. 
The "reasons for dissatis- 
faction" were specified by 
the 22.5% who were dis- 
satisfied only, or 168 out of 
the total 745 interviewed. 
The dominant complaint, 
cited by 20.8^ of the "dis- 
satisfied" respondents, was 
that there is too much repe- 
tition, "too many" of cer- 
tain types of programs. 

Two of the program 
types mentioned as being 
overabundant were West- 
erns and mysteries. Bear- 
ing on this, an analysis just 
made by the National As- 
sociation of Educational 
Broadcasters of program- 
ing on New York's seven TV outlets during the week of 4-10 January 1952, re- 
vealed that crime (mystery) shows account for 14.6% of the total broadcast 
time in the metropolitan area, while Westerns take up 8.3^ • In actual running 
time, the crime shows consumed a total of 91 hours during the sample week, the 
Westerns approximately 51 hours. 

A fuller breakdown ( by Pulse I of the amount of air time actually devoted to 
different TV program-types is seen below. It covers all New York TV pro- 
grams, both network and local, for the week of 1-7 December 1951; also gives 
ratings. I Program-types with less than 10 hours on the air in sample week 
have been omitted.) 

''This survey < was 
Advertest Research, 
metropolitan area in 

I programs for children needed 5.4% 

....... 4.8% 

_ 4.8% 

_ 4.2% 


- 3.6% 


_ 3.0% 



conducted exclusively for SPONSOR by 
Interviews were made in the New York 
January 1952. 


much time is devoted to each TV program type? 
i \,,r fork City, I 1 tftcmnbet tOSl, TelePuIt*) 


Total no. of V* hrs. 
on air during week 




10. of i/ 4 hrs. 
during week 


Feature films 




cc 125 
es 107 







Musical variety 






Daytime variety 

Forums, discussio 


Quiz. Audience 

Homemaking servi 
Drama and Myster 
Film shorts 

Test Pattern and 
Music or News 

Education and Science 
Comedy, situation 






United Nations 




Dayton's Mayor Louis 
W. Lohrey guests 
Virginia Pattei 

Pulse for November shows 7 
out of top 10 weekly shows 
were aired via WHIO-TV 

Patterson Plugs 
Proven on WHIO-TV! 

Virginia Patterson takes turns selling the products 
of all participating sponsors during her hour- long, 
5-mornings-a-week television show. Came a local 
china shop's turn not long ago with a special one- 
time TV offer (a bowl). One good Patterson 
commercial on the bowl sold 3000 — and got 
orders for another 3000 that the shop couldn't 
fill. A not-too-significant example — but it gives 
you an idea of what happens when she turns her 
talents to foods, appliances, clothing, cosmetics 
and other products for other sponsors. 

Virginia aims her show straight at the big 
WHIO-TV housewife audience she's known for 2 
years — entertains them with songs, piano music, 
guest stars, product demonstrations, household 
hints and public service features. Virginia does 
the vocals, and she's got the background for it. 
She studied music at the Cincinnati Conservatory 
and voice at Chicago Musical College. She also 
played in musical comedy, worked with traveling 
stock companies, appeared in movies, sang as 
guest soloist with orchestras, pioneered on TV in 
1932 experiments and worked in early radio. Her 
personality has her audience right where you 
want them — in front of their sets at 10:30 a. m. 
every day. Want to reach them with participating 
spots while they're sitting there in a buying mood? 
George P. Hollingbery Company representatives 
can fix it for you. 

The story behind the first 8,000 pages 

YV£ were showing the station manager from San Francisco around our 

shop. After a while he said, 

"You boys are muffing your opportunities." 

"How's that?" we asked. 

"I've always liked SPONSOR," said the man from Frisco, "but you've 

done a lousy job of keeping me posted on your progress. Why wasn't I 

told before about your Readers' Service Department — or your emphasis 

on home subscriptions — or your increase in personnel? Don't you think 

Vm interested in your reprint service or your 1952 philosophy of putting 

out a broadcast advertising trade paper? You fellows have gone a long 

ways in five or six years. Why don't you tell us guys ivliat's happening?" 

Down to basics: Some 8,000 pages have been put to 
bed by SPONSOR since November, 1946. In tune with 
our pinpointed editorial objective, they've been beamed 
virtually 100% at sponsors, prospective sponsors, and 
their advertising agencies. Advertising pages in 1951 
averaged about 105 monthly, a 339? increase over 
1950. These were matched by a like number of edi- 
torial pages. Full-time personnel (excluding printing 
personnel) jumped from 6 in 1946 to 25 in 1952. Full- 
time branch offices are maintained in Chicago and 
Los Angeles. The New York office occupies two floors 
(3rd and 5th) at 510 Madison plumb in the middle 
of Manhattan's advertising industry. Paid circulation 
(at the high rate of $8 for 26 issues yearly) represents 
nearly 70% of all copies printed; we plan to increase 
the press run to 10,000 in 1952. A library for sub- 

scribers is being installed on the 5th floor of our New 
York headquarters. Readers' Service is now a full- 
fledged, full-time operation serving many of the biggest 
agency and national advertiser firms every day. 

Editorial concepts: The highly pictorial, easy-to-read, 
facts-and-figures formula that SPONSOR unveiled in 
1946 has made its imprint on most other advertising 
trade papers. Today we are more pictorial than ever. 
We adhere rigidly to a policy of writing every word 
of editorial content for the benefit of radio and TV 
buyers. We allow no puff-stuff, protect this policy by 
staff-researching and staff-writing every article and de- 
partment. Sponsor experience stories are basic, but 
additionally a single issue will contain interpretive ar- 
ticles on programing, research, merchandising, costs, 

current problems, buying tips — covering both radio 
and TV. As many as 12 departments supplement the 
seven or more interpretive articles highlighting each 
issue, plus two industry-famous columnists. 

What about merchandising: Editing a top-notch trade 
paper is only 50% of the job. The other 50% is in- 
ducing busy executives to read it. SPONSOR achieves 
this by putting a heavy effort on mass and selective 
merchandising. Merchandising cards highlighting each 
issue, individual notices about articles, paid space in 
newspapers and trade papers, reception room copies, 
newsstand distribution are all part of our merchandis- 
ing strategy. Home readership (which we consider far 
weightier than office readership) is another goal. 
Readers' Service, which in 1951 handled 105% more 
inquiries than in 1950, is a vital element in merchan- 
dising; phone calls, letters, and wires (about 80% 
from advertising agencies and national advertisers) 
are answered with dispatch by a Readers' Service spe- 
cialist. Reprints, too, help merchandise the magazine 
and build readership; reprint requests in 1951 were 
240% ahead of 1950. 

Circulation statistics: In keeping with SPONSOR'S edi- 
torial direction, most of its circulation goes to na- 
tional advertisers, regional advertisers, and advertis- 
ing agencies. Among agencies placing 90% of national 
spot and network business (both radio and television) 
SPONSOR averages about 16 paid subscriptions — 
every one to a broadcast-minded reader. Some agen- 
cies have 40 or more subscriptions. Our press run is 
still under 8500, but in contrast with earlier days of 
controlled circulation this is nearly 70% paid — and the 
press run may soon go up to 10,000 if subscriptions 

($8 per year) keep mounting at the present rate. The 
latest breakdown shows: 

Circulation Breakdown by Readers 

Sponsors and prospective sponsors 3316 39% 

Account executives, timebuyers, radio 

and TV directors, etc. _ 2634 31 

Radio and TV station executives 1738 22 

Miscellaneous - 702 8 

Total 8390 100% 

Paid-subscriber Analysis 

Advertisers Advertising Agencies 
Presidents 9% Presidents 18% 

,r. . i . 1A Vice presidents and 

Vice presidents lo r 

account men 26 

Ad managers, radio Timebuyers, media, 

and TV managers 65 radio/TV men... 42 
Others 10 Others 14 

Totals 100% .... ......100% 

Our pledge: We're doing a good job, we think, but we 
can do better. You can look to SPONSOR for steady 
improvement, for courageous trade paper journalism, 
for ever-increasing service to advertisers and prospec- 
tive advertisers, for progressive merchandising. We 
pledge our 100% loyalty to radio and TV — the most 
productive advertising media the world has ever 
known. Our keynote for 1952 {and the years to come) 
is a better use service for broadcast advertisers and a 
better advertising medium for broadcasters. 


the | USE | magazine 
of radio and 
television advertising 

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Available on WAVE- In Person! 

You know Pee Wee King and his Band 
(featuring Redd Stewart) as one of 
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Pee Wee is author of several recent Hit 
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an hour a week on WAVE-TV. 
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Free & Peters, Inc., Exclusive National Representatives 


.v#'#-o#i #/ iitt if. vol. .7 


Icfverl ising Agencies 

How good i- >our account executive? 
Why so many >pon-or- an' clumping agencies ... 
Frank Delano. Foote, Clone & Belding. profile 
r.li/abeth Black, Joseph Katz Co., profile 
Lawrence, Valenstein, Grey Advertising profile. 

Timebuyers are agency's forgotten men 

Jam.- Si. Cecil. Cecil & Presbrey, profile 

\ da\ in the life of an account executive 

Barry Ryan, Riithranff & Ryan, profile 
Ray Vir Den, Lennen & Mitchell, profile 
Milton Biow, Biow Company, profile 

Automotive and Lubricants 

Xuto firms on the air, forecast 

16 July i 
16 July i 
13 Aug. ] 
13 Aug. | 

Shell Oil, Atlantic Refining air strategies 
Conoco strikes oil with spot radio and TV ..... 
WMAY d.j. sells used cars via new approach 

Brian Rootes, Rootes Motors, profile 27 Aug. p. 

WHIO-TX swap shop triples tire recap business ... 27 Aug. p. 
Auto-Lite spends $1,500,000 on AM/TV mysteries 8 Oct. p. 

H. M. Warren, National Carbon Co. (Prestone 

anti-freeze), profile 22 Oct. p. 

Rayco (auto seat covers) profits by air errors 19 Nov. p. 

Forum: How can new car dealers best use air?... 19 Nov. p. 
Goodyear Tire sponsors biblical drama on TV 17 Dec. p. 

Broadcast Advertising Problems and 

Radio stations assert strength of AM 

"Radio weak in selling itself: Kobak . 

Outlook for advertisers in network radio 

Network radio circulation facts and figures 

What does network radio cost? 

Tred toward flexibility in net radio __ 

Spot radio: facts and figures 

FM radio: fall 1951 outlook 

Transit Radio: fall 1951 outlook 

Storecasting yields satisfied sponsors 

Regional networks prosper 

Forum: How can radio better sell itself? 

New broadcast codes and censorship 

California broadcasters make radio sales pitch ... 

New low cost of network radio 

Stuart Chase's 1928 prophecy on radio 

Broadcast sales group stresses flexibility 

Why radio will thrive in a TV era 

Why sponsors are returning to radio 

Are networks encroaching on spot radio? 

SCBA presents case for California radio 

The truth about Red Channels: I 

Tape recorder is revolutionizing AM programing 

The truth about Red Channels: II 

NBC's new radio plan ... 

Today's AM-TV clinics do real job . 

How to keep Reds off the air — sanely: III 

How many NBC milestones can you remember? .... 

Radio networks are being reborn 

Let your salesmen in on your advertising 

New network merchandising era 

Do cigarette claims hurt all air advertising? 


Samuel Sennet, Howard Clothes Corp., profile _ 

Forum: Can men's apparel be sold effectively on 

radio and TV? 

Codes and Censorship 

Government censorship possibility: NBC code ... 

Be careful on the air; radio censorship: I 

TV introduces new censorship anx 

The truth about Red Channels: I 

The truth about Red Channels: II . 

New TV code proposed by NARTB 

How to keep Reds off the air— sanely: III . 

Do cigarette claims hurt all air advertising: 

Commercials and Sales Aids 

13 Aug. p. 36 Schwerin pre-tests radio/TV commercials 2 July p. 28 

27 Aug. p. 23 Fall 1951 trends in radio/TV commercials 16 July p. 12 

8 Oct. p. 60 Singing commercials have potent sales punch.. 16 July p. 85 

22 Oct. p. 56 Petry device previews TV shows, pilches 30 July p. 45 

5 Nov. p. 54 Traii-film briefs admen on film commercials: 1 13 Aug. p. 34 

19 Nov. p. 34 Forum: Do "best-liked" commercials sell best?. ... 13 Aug. p. 48 

19 Nov. p. 58 Transfilm gives lowdown on film commercials: II 10 Sept. p. 39 

3 Dec. p. 27 How to be a dud at writing radio commercials . 8 Oct. p. 38 

3 Dec. p. 58 The jingle that built Carolina Rice 22 Oct. p. 10 

17 Dec. p. 54 So you think you own your own jingle? _ 5 Nov. p. 35 

31 Dec. p. 56 How to blend film-commercial techniques 19 Nov. p. 40 

Do viewers remember your TV commercial? 3 Dec. p. 32 

Station breaks pack punch in few seconds 3 Dec. p. 40 

Confections and Soft Drinks 

Coca-Cola, Canada Dry air strategies 16 July p. 34 

Mars top user of air media among candy firms . 16 July p. 37 

H. W. Guppy, Planters Nut & Choc. Co. profile ... 30 July p. 16 

Cliquot Club sold by TV ventriloquist, dummy... 8 Oct. p. 56 

How kid TV show sold Coca-Cola 19 Nov. p. 24 

Contests and Offers 

Trends in contests and premium offers 16 July p. 169 

How sponsors profit with premiums: I 13 Aug. p. 32 

Sponsors cash in on kid premiums: II 27 Aug. p. 28 

How to run a premium promotion: III 10 Sept. p. 34 

Flamingo premium offer reaps record returns 17 Dec. p. 50 

Beer sponsor profits from "Disk Jockey Contest" 31 Dec. p. 54 

Drugs and Cosmetics 

How drug firms are using the air ___ 16 July p. 33 

Tintair, Hazel Bishop rose with use of radio/TV 16 July p. 36 

Chap Stick wins male trade via spot radio 30 July p. 24 

J. Sanford Rose, Rhodes Pharmacal, profile 13 Aug. p. 18 

Vick Chemical uses Canadian radio 27 Aug. p. 53 

Elmer H. Bobst, Warner-Hudnut, profile 8 Oct. p. 22 

Frank Clancy, Miles California Co., profile 5 Nov. p. 20 

Rybutol zooms to No. 1 vitamin spot via air 19 Nov. p. 30 

Jack S. Hewitt, Anahist Co., profile 3 Dec. p. 20 

Serutan climbed to top with radio/TV 17 Dec. p. 30 

Farm Radio 

Big response to WOW-promoted farm study tour 2 July p. 43 

Oyster Shell uses spot radio to reach farmers 3 Dec. p. 30 

WGY celebrates 25 years of farm airers 3 Dec. p. 52 

Food and Beverages 

M. H. Robinson, Monarch Wine Co., profile 2 July p. 16 

Ruppert, Pabst, Piel's lean on radio/TV 16 July p. 35 

Mueller's, National Biscuit air strategies 16 July p. 35 

Continental Quality Bakers find radio/TV works 16 July p. 36 

Carnation, Borden put radio/TV to work 16 July p. 37 

Nedicks revives sales with spot radio 27 Aug. p. 26 

Radio/TV help Ruppert from red ink to black ... 27 Aug. p. 32 

Kellogg Co. uses Canadian radio 27 Aug. p. 63 

Barbara Collycr, Welch Grape Juice Co., profile ... 10 Sept. p. 20 

Quaker Oats resumes AM schedule, continues TV 24 Sept. p. 30 

Carolina Rice builds radio campaign on jingle .... 22 Oct. p. 40 

K. J. Forbes, Bovril of America, profile 17 Dec. p. 20 

Flamingo offers premium, reaps record returns ... 17 Dec. p. 50 

H. E. Picard. San Francisco Brewing Corp., profile 31 Dec. p. 12 

Seabrook switches to own frozen food brand 31 Dec. p. 30 

Foreign Radio 

U. S. advertisers hit pay dirt in Alaska 2 July p. 17 

16 July p. 187 How to sell foreign language market 16 July p. 102 
10 Sept. p. 30 Radio advertising outside I. S. 16 July p. 104 
24 Sept. p. 36 Alert advertisers slant pitch to foreign groups 27 Aug. p. 20 

8 Oct. p. 27 Canada: the market 27 Aug. p. 38 

22 Oct. p. 30 Canada: radio facts and figures 27 Aug. p. 40 

5 Nov. p. 27 Canada: tip- to radio advertisers 27 Aug. p. 48 

5 Nov. p. 32 Canada: how successful air advertisers operate... 27 Aug. p. 52 

17 Dec. p. 31 Forum: What Canada air offers U. S. sponsors... 27 Aug. p. 56 

2 July p. 17 

2 July p. 26 
16 July p. 44 
16 July p. 44 
16 July p. 50 
16 July p. 55 
16 July p. 65 
16 July p. 95 
16 July p. 96 
16 July p. 100 
16 July p. 105 
16 July p. 176 

16 July p. 187 
30 July p. 18 
30 July p. 21 
30 July p. 32 
13 Aug. p. 20 
10 Sept. p. 25 
24 Sept. p. 27 
24 Sept. p. 34 
24 Sept. 

8 Oct. 

8 Oct. 
22 Oct. 
22 Oct. 

22 Oct. p. 35 

5 Nov. p. 32 

19 Nov. p. 38 

3 Dec. p. 38 

17 Dec. p. 27 
17 Dec. p. 32 
17 Dec. p. 34 

p. 27 
p. 32 

11 FEBRUARY 1952 


insurance and Finance 

ia radio 

Wellington Fund gets new 
Banks can do better on radio/TV 

Radio ups sales 10U r ; for insurant 

2Julj p. 12 
LOSept p. 32 

19 Nov. p. 51 

flail Order and Per Inquiry 

Mail order strong on \M. w 

I'ri i i n 1 1 1 1 r > dial- being dis 
Rayi i Nite Glasses win wil 


16 July p. 184 
16 July p. 184 
8 Oct. p. 30 


Merchandising aid offered by nets, stations 16 July p. 185 

Big-citv stations swing to merchandising . 13 Aug. p. 25 

"Radio Dollars" merchandising-premium plan ..... 5 Nov. p. 48 

Rybutol uses high-pressure merchandising 19 Nov. p. 30 

Networks offer new merchandising benefits 17 Dec p. 32 

Forum: If the radio networks go in for merchan- 
dising, what services would most benefit ad- 

vertisers? 31 Dec. p. 52 

Miscellaneous Products and Services 

Harold L. Schafer, Gold Seal Co., profile 
\\ li> -porting goods neglect the air 

.Mausoleum sells crypts via radio 

Ronson uses Canadian radio 

Reynolds Metals makes friends on local level—. 
G. N. Coughlan, G. N. Coughlan Co., profile 
Hudson Pulp & Paper buys back into spot \\l 
Radio turned tide for Rayex Nite Glasses 
Longiiies-Wittnauer dignified programing sells 
Whs Cannon Mills turned to radio and TV 
Oyster Shell feed firm thrives on spot \M 
Singer Sewing Machines' happy radio/TV trial.. 

16 July p. 22 

30 July p. 29 

13 Aug. p. 54 

27 Aug. p. 62 

10 Sept. p. 28 

24 Sept. p. 14 

24 Sept. p. 28 

8 Oct. p. 30 

5 Nov. p. 30 

5 Nov. p. 36 

3 Dec. p. 30 

31 Dec. p. 36 

Programing, General 

Morning men prove sponsor bonanza 

Forum: How will net radio programing change? 

Programing trends in network radio 

Spot radio programing trends 

Network co-op programs pick up billings 

More sponsors using transcribed syndicated shows 
s offer low -cost programs 

( ana 

■ fie 


• for 

typed pro< 


Ice Follies uses radio one-shots effectively 

Ziv transcribed comedy series attracts sponsors .. 

Forum: Will "live" radio decline to be replaced 

by more transcribed shows? 
Mysteries on \M and TV pay off for Auto-Lite.. 
How to remake an AM drama for T\ 
Political one-shot pays off for WIP sponsor ....... 

Dignified musical programing sells for Longines ... 

Why blame the program director? 

Do.s controversy spur sales? 

Radio hypnosis proves sales-winning stunt on KYA 

Programing, Television 

Trends in spot TV programing 
Network T\ co-op shows gain sponsors 

Program trends in network TV 

Micrnate week TV programing . 

'I A film programing, trends, firms 

\ iewer grifies are tip-off to better TV programs _ 

lii-i daytime TV soap opera put on film 

i rockets to radio/TV popularity 

2 July 

2 July 
16 July 
16 July 
16 July 
16 July 
16 July 

30 July 
27 Aug. 
10 Sept. 
10 Sept. 
10 Sept. 
10 Sept. 

24 Sept. 
8 Oct. 
22 Oct. 
22 Oct. 

5 Nov. 

3 Dec. 

31 Dec. 
31 Dec. 

T\ disk jockey packs potent sales punch 
Davlime T\ program preferences 
"Suspense" on T\ and AM nays off for Auto-Lite 
How "Mr. District \ttorncy" was remade for TV 
Foium: Programing music effectively on TV 

Public Utilities 

Bell Telephone's regional firms use spot \M/T\ 
How electric companies use air nationally: I 
Electric, gas utilities like spot radio/TV: II 


Sehwcrin pretests programs and commercials 
New A RIM findings on newspaper \-. radio 
Radio Basics: a charted compendium of statisti 
cal information about radio, its audience, pro- 
grams, costs, billings 
Radio and T\ research trends, organizations 

16 July 
16 July 
16 July 
16 July 
16 July 
13 Aug. 
27 Aug. 
10 Sept 
10 Sept 
8 Oct. 

p. 34 
p. 34 
p. 54 

p. 140 

p. 142 
p. 152 
p. 159 
p. 171 
p. 30 
p. 20 
p. 36 

2 July 

3 Dec. 

2 July 

L6 luK 

Rasic research techniques and weakness, charl 
Radio re. T\ in Tulsa 

Market i.sts help chart sales expectancy 
Out-of-home listening evidence grows 
Forum: Should radio/TV ratings be expressed ir 
number of homes reached? 

Radio listening in Midwest: spring 1951 

Hi — , i and better RMB-tvpe stud) on wa\ 

CBS NBC study measures individual listening. 

How B\B will serve sponsors in 1952 

New B \B station Bales tool 

How is radio doing in T\ homes? 


How radio can sell retailers better: Joe Ward 

Exciting radio pitches build supermarket traffic . 
Forum: Can men's apparel be sold effectively on 
radio and TV? 

16 July 
10 Sept. 
24 Sept. 

3 Dec. 
17 Dec. 
17 Dec. 
31 Dec. 

16 July p. 

2: \ug. p. 

8 Oct. p. 

22 Oct. p. 

19 Nov. p. 

3 Dec. p. 

Soaps, Cleansers, Toilet Goods 


Air media get much of Rinso, 
Lever Bros, uses Canadian rac 

Procter & Gamble uses Canadian radio 

Bab-0 bounces back with new air approach 
Bristol-Myers remakes "Mr. D.A." for TV ... 

16 July p. 33 

27 Aug. p. 64 

27 Aug. p. 65 

22 Oct. p. 27 

22 Oct. p. 38 


TV and sports: many hurdles to clear 
Grocery chain courts men with sports show 
Forum: Will promoters curtail sports sponsorship 

because of TV's effect on the boxoffice? 

Sports sponsorship developments in Fall, 1951 


TV Dictionary/Handbook, D-L 

Spot TV: rates, costs, availabilities, who uses 

Network TV: circulation, costs, availabilities, pro- 
gram trends, leading clients, agencies 

Kinescope recording trends 

Theatre and subscriber TV, forcast 

How to cut TV program, commercial costs. 

TV union problems 

TV Dictionary/Han " 

Network vs. spot T 

TV Dictionary/Handbook, R-Z . 

Forum: How can low-budget advertiser use TV: 

More rural families owli TV sets 

What TV viewers gripe about 

What TV has learned about economy. 

Don't lose out on daytime TV 

Do reviewers remember your TV commercial? 

Forum: How soon will morning TV become im 
portant to national and regional sponsors?. 

TV commercials: F 

ed show 


Early morning hours good bet for sponsors 

What does network radio cost? 

Spot radio time rates __ 

Trends in spot linicbiiying 
Tips on fall 1951 timcbuying 

Network radio become- g I buy 

After-midnight radio: low-priced effective 
What's your TV choice: net or spot? .. 

T\ I ie low budget advertiser 

Don't lose out on daytime T\ 
"Flowchart" simplifies air buying 

Timebuyers: underpaid, underplayed, overworked 
Are vim overlooking station breaks? 
Weed cost breakdown eases spot T\ buying 
Forum: How soon will morning TV become im- 
portant to sponsors? 


How cigarette firms use the air 

Do cigarette claims hurt all air advertising? 


Transcribed programs, use of, costs, popularity — 
What library services offer 
Ziv comedy series attracts many sponsors 
Forum: Will transcribed shows replace live? ..... 
Tape tecorder is revolutionizing AM programing 

16 July p. 149 

16 Jul> p, 158 

16 July p. 181 

16 July p. 182 

16 July p. 185 

16 July p. 190 

30 July p. 30 

30 July p. 34 

30 July p. 38 

13 Aug. p. 20 

13 Aug. p. 30 

24 Sept. p. 32 

8 Oct. p. 34 

3 Dec. p. 32 

2 July p. 19 
16 July p. 50 
16 July p. 68 
16 July p. 82 

16 July p. 198 
30 July p. 22 
30 July p. 26 
30 July p. 30 
30 July p. 38 

8 Oct. p. 34 

5 Nov. p. 40 

19 Nov. p. 34 

3 Dec. p. 40 

17 Dec. p. 38 

17 Dec. p. 46 

16 July p. 
16 July p. 
10 Sept. p. 
24 Sept. p. 
8 Oct. p. 

BINDERS to keep your copies of SPONSOR always handy, $4 each; two tor $7. 
BOUND VOLUMES of your J95 7 issues (2 volumes), $72.50 


Television, sponsors say, can be satisfying fare. 

And Spot Program television lets you choose any 
item on the menu, cooks it to your taste and serves 
it exactly where you want it. Yet it costs no more than 
the regular "no substitutions permitted" dinner. 

buy tv by spot and order only the markets you want . 
Forget "must" cities, "must" stations or minimum 
network requirements. You'll get top service from 
the stations you choose . . . uniform and pleasing 

picture quality for your programs. And when you 
get the bill, you'll find the savings in station rates 
are enough to pay for your film prints, their distri- 
bution and other costs, if any. 

To discover how nourishing Spot Program television 
can be for your sales curve, just call the salesman 
at the Katz office and see what he can prepare for 
you. If you're like an increasing number of national 
advertisers, you'll go for it. 



THE KATZ AGENCY, INC • national advertising representatives 


11 FEBRUARY 1952 65 

[Continued from page 6) 

pa) for a second boom at the rate oi 
$20 an hour, with a minimum <>f six 
hours? \gain it is asked, when the 
musical conductor is shut off because 
of studio geograpln from a direct view 
ol the program director and a third 
"monitor" (i.e another T\ receiving 
set i is needed so the conductor can 
Follow the show and pick up his "cues" 
\isuall\. wh) should this necessar) ex- 
tra "monitor" be charged to the adver- 
tiser at SI 5 an hour? 

Then there is the question of the 
"overhead" surcharge passed along to 
the advertiser on every unionized crew- 
man. The complaint is heard that 
union leadership will surely want to 
cut in on the collectible "value" of 
stagehands and grips, as this "the-traf- 
fic-will-bear-it" value is dramatized to 
them by network "overhead" charges. 
That's a point the 4A"s committee ex- 
pects to stress hard. 

\ particular gripe centers on scen- 
ery. Admittedly this is an expense cre- 
ated by the visuality of television. Ra- 

We serve 400,000 loyal listen- 
ers in Negro, rural, industrial, 
and four nationality groups. 

Only the Gary Sales Plan sells 
Indiana's second market. 

Call us without obligation. 

Gen. Mgr.-WWCA 

Gary Indiana's 
No. 2 Market 

dio always avoided that, and thereby 
avoided doing business with the 
IATSE. Acknowledging the natural 
costliness of scenery, 4A opinion isn't 
hostile to network's rapid "amortiza- 
tion" but does kick about a "mainte- 
nance" charge which goes on after the 
scenery is paid in full and often 
amounting (this maintenance) to 80% 
of the previous weekly charge for 

* * * 

In a number of instances commer- 
cially sponsored television programs in 
New York have, this past season, elect- 
ed to not patronize the networks in 
commissioning the construction of 
scenery. One show deals directly with 
scenic studios, figures an actual sav- 
ing of $20,000 minimum plus the fur- 
ther book asset of now owning outright 
some $50,000 worth of scenery, stored 
against future need. 

* * * 

Whole tricky, technical and tantaliz- 
ing 4A's issue brings to mind the imag- 
inative proposal, never given the at- 
tention it deserved, of Frank Stanton, 
president of CBS. He tried and failed 
to get other telecasters to go along in 
the creation of a "television production 
center" which he conjured as situated 
in Westchester County 45 minutes by 
train from Grand Central. Here could 
have been built TV studios, ware- 
houses, scenery lofts, prop depots, of- 
fices and every facility. On cartage 
savings alone the proposal would have 
been worthwhile. 

* * * 

Plainly the spring convention of the 
4A's will present a major challenge to 
the statesmanship of the new industry. 
Frankness on this complex issue is 
over-due. * * * 



[Continued from page 39) 
Show delivers twice 6,897,000 impres- 
sions or 13,794.000. This is 2,544,000 
more impressions than the 1.000-line 
newspaper ads deliver in two weeks. 

Two other CBS-TV shows (both 
half-hour) far exceed this lead over 
the newspapers. The Web (see com- 
plete figure breakdown in box on page 
38) delivers close to 5.000.000 more 
impressions than the newspapers at a 
cost of approximate!) <>ne million dol- 
a year. Big Town, which reaches 
3.430,000 homes weekly, 

costs about 


Now; lJ+fiOOfiOO families can watch the show 

In the short time television has been 
on the road, it has come a long way. 
Only six years ago. intercity broad- 
casting was in the experimental stages. 
When the 1945 Army-Navy game was 
rent to New York from Philadelphia 
through 95 miles of coaxial cable, it 
was the fir.-t time in history more than 

one city could 

at the same tii 
of telecasting. 



Today 94 television stations in 54 
cities — representing more than half 
the country's population — can present 
the same show . . . and coast-to-coast 
transmission is accomplished with 
great success. 

flmailrasting facilities, provided by 
the Long Lines Department of the 
\merican Telephone and Telegraph 
Company, and the Bell Telephone 
Companies, total 2-L(HI<> channel miles. 

Planning and providing these facili- 
ties is a big job. It takes special equip- 
ment and personnel, made possible 
only by large investments. The present 
value of coaxial cable and 0ta€Uo 
SRe/ai/ facilities used by the Bell 
System for television is $85,000,000. 

\ el the cost of the service is low. 
The Telephone Company's total net- 
work charges average about 10 cents 
a mile for a half-hour program. 





of following 


sun irs 

□ Radio Basics 

□ What Radio Should Know About 
Selling Retailers 

□ Why Sponsors Are Returning to 

□ How to "Sell" a Candidate 

□ How to Win With Juan {Spanish 
language markets) 

□ New Network Merchandising 
Era Here 

□ How Sponsors Profit With 

□ Hojstra Study #2 

□ How to Blend Film Commercial 

Cost! 25° each; 15c in quantities 
of twenty- five or more; 

10c each in quantities of 100 or 


Please check quantities of reprints desired in 
box next to reprint titles. Fill in coupon and 
mail complete announcement. Do not clip coupon 


510 Madison Ave., New York 22, N. Y. 

Please send me reprints checked above and bill 







one million dollars for time and talent, 
averages 2.5 \ie\vers per set for a total 
of 8,575,000 viewers each week I \RR 
December 1951). This means that 
ever} two weeks the show makes 17,- 
150.000 advertising impressions or 
about 6,000,000 more advertising im- 
pressions than the same amount of 
money invested in newspaper ad\ertis- 

DuMonfs Flying Tigers ( half-hour I 
bests the newspaper total by 295,600 
impressions at half the cost (see box 
page 38). All of the networks, in fact, 
can furnish examples of programs run- 
ning a million dollars or less which 
deliver more ad impressions than a mil- 
lion dollars in newspapers. 

A weakness of television which the 
Moloney. Regan & Schmitt ad did not 
cite, however, is that it is virtually im- 
possible for any network TV show to 
clear all the TV markets. It is possi- 
ble, on the other hand, to buy newspa- 
pers in 63 TV cities without difficult) . 
But on an impression-for-impression 
basis TV leads. Moreover, the ques- 
tion of position in newspapers must be 
considered. An every-two-week, 1,000- 
line advertiser in a metropolitan paper 
would be unable to guarantee himself 
preferred positions without paying 
heavy extra fees. Low-readership loca- 
tions likelv to chop his noting average 
would frequently be his lot. 

Despite the impossibility of clearing 
63 markets via network TV. advertis- 
ers can easily do so with spot cam- 
paigns. But would spot measure up 
with newspapers on dollar-for-dollar 
comparison? The answer is decidedly 
yes. Five daytime announcements 
could be had weekly for 52 weeks for 
under $900,000 in 63 markets. Assum- 
ing that the average rating of these 
announcements was 5, and that there 
were two viewers per set, these an- 
nouncements in two weeks' time would 
make 15,000,000 ad impressions or 3,- 
750,000 more than the 1,000-line news- 
paper ads. 

For a fuller exposition of the spot 
TV side of the story, sponsor asked 
the managing director of the National 
Association of Radio and Television 
Station Representatives. Murray Grab- 
horn, to state his views in an open let- 
ter to Moloney, Regan & Schmitt. 
Wrote Grabhorn: 

"The editors of sponsor, a well 
known national trade publication cov- 
ering the radio and television fields, 
• ailed nn attention to your striking 

advertisement in the New York Times 
on January 22nd. 

"I had not seen it until they drew 
it to my notice, because, although I 
have a great admiration and respect 
for the New York Times, I was tuned 
to — pardon me — happened to read one 
of the other four New York morning 
newspapers, and therefore had no op- 
portunity to be exposed to your well 
written cop) . 

"However, I am certain it must have 
been 'noted,' as Mr. Starch would say. 
by a great many people who control 
advertising budgets. Perhaps only 
those who 'read most" of the ad (Starch 
again I would be instantly conscious, 
as was I, of the fact that the family 
depicted in the cartoon certainly 
seemed to be very enthusiastic tele- 
\ ision \ iewers, or how else could you 
explain their willingness to buy three 
television sets, and their energy in 
moving them around so all three of 
their favorite programs could be 
viewed at the same time. Surely this is 
real enthusiasm as compared with an 
apparent apathy toward newspaper 
reading, for search though I might. I 
saw no sign of a single newspaper in 
the cartoon, not even a discarded one 
on the floor. 

"As you point out in the copy, a 
million dollars will buy a whale of a 
lot of newspaper linage over the course 
% of a year. You were pretty specific as 
to the size of the copy, the frequency 
of insertion, the number of newspapers 
and cities. You were a little less spe- 
cific as to the comparison of just what 
a million dollars would buy on televi- 
sion. If you are interested, I should 
like to fill in this omission. 

"In the first place, there are 64 tele- 
vision cities, not 63 as you state in 
your copy. However this is incidental. 
In those 64 cities, television will supply 
a visual commercial with movement, 
similar to your cartoon, and carry a 
message at night in prime time of ex- 

| 6233 Hollywood Blvd., Hollywood 
155 E. Ohio Street, Chicago 


Today more than 8,000,000 people 
attend each performance. 

Ohow night at the Belasco — in days gone 
by a treat for the favored few — is now a theat- 
rical event that goes to hamlets and hearthsides 
from coast to coast. Thus by radio, the spell of 
the theatre is spread into homes remote from 
the lights of Broadway. 

For seven years, United States Steel— through 
its full-hour program, Theatre Guild on the Air 
—has brought into America's homes the genius 

of the great actors and actresses of our time . . . 
in distinguished dramas of past and present. 
Coming up this season are such outstanding 
productions as Oliver Twist, The Sea Wolf, A 
Square Peg, The Second Threshold, Dear Brutus 
and The Bishop Misbehaves. 

With such performances as these, the honored 
stage of the Belasco has become the scene of 
radio's most honored show— the U. S. Steel Hour. 

Theatre Guild on the Air 


SUNDAY EVENINGS on N.B.C 8:30 ?.««.., 

11 FEBRUARY 1952 

acth the cop) \ du have in your large 
ad. and bring it to a television audi- 
ence of L5,310,000 uint L4,500,000), 
L39 times over each station during the 
course of the year, instead of the 26 
times you suggest they would be lim- 
ited to in your copy. That's roughly 
three times a week, not once even oth- 
er week; or they could reach the top 
30 markets 204 times or more than five 
times a week: or the top 20 markets 
over 250 times, or roughly a daily cam- 
paign for the full year. (And I'm fig- 
uring with rates for the most expensive 
station in each market.) 

"It seem- to me this sounds like a 
pretty good advertising bu\ in com- 
parison with the figures set forth in 
the cop) of your advertisement." 

Another television exponent who had 
provocative comments on the Moloney. 
Regan & Schmitt ad was Oliver E. 
Treyz, ABC-TV director of research 
and sales development. He told spon- 
sor that the cartoon about three tele- 
vision sets in the home suggested a vir- 
tue, rather than a weakness of televi- 
sion. Said Treyz: "Sure you can watch 
only one program at one time. And 
you can scan scores of newspaper ad- 


"To what radio station does your family listen most?" 
As part of an independent survey made by students at 
North Dakota Agricultural College, this question was 
asked of 3,969 farm families in 22 prosperous counties 
within 90 miles of Fargo. 74.6% of the families named 
WDAY; 4.4% said Station "B", 2.3% Station "C", 
2.1% Station "D", and so on. 

WDAY was a 17-to-l choice over the next station ... a 
iVi-to-1 favorite over all other stations combined! 
In Fargo's home county, WDAY was the first choice of 
87.2% of the families, as against 5.8% for Station "B". 
Here WDAY was a 15-to-l choice over the next station 
. . . a 6Y2-to-l favorite over all other stations combined! 
BMB figures, Hoopers and mail-order returns all tell 
the same amazing story on WDAY and the rich Red 
River Valley. Get all the facts. Write us direct, or ask 
Free 8C Peters! 


Free & Peters, Inc., Exclusive National Representatives 

vertisements in the time it takes to 
flick the pages. 

''That's one secret of television's 
greater selling power. Today our re- 
search (Nielsen and ARB) reveals that 
the average evening television program 
reaches over 6,000,000 viewers per tel- 
ecast and these 6,000,000 listen to and 
watch virtually the entire program. 
Three minutes of sight and sound sell- 
ing time per half-hour program gives 
the advertiser the concentrated atten- 
tion of the prospect, a double-barrelled 
selling impact that one of a potpourri 
of newspaper ads can never effect. 

"While a home can watch onlv one 
program at one time, it can and does 
watch each of two competing programs 

"National advertising is the extension, 
the background, for the punchy local 
advertising that clinches sales. It is the 
teaser that creates the curiosity on which 
you develop prospects." 

V.P. Charge Radio Sales. NBC 

over a period of time. For example, 
Nielsen tells us that Toast of the Town 
reaches three out of four television 
homes in a month. The Colgate Com- 
edy Hour, the competing program, 
reaches four out of five homes in a 
month. Obviously, each program is ex- 
tremely successful, reaches a cumula- 
tive audience far in excess of that pos- 
sible for a newspaper campaign and 
does not exclude coverage from the 
competing program. 

"The sheer inability to watch more 
than one TV program at a time is one 
of the secret's of TVs superior power." 

The facts and figures about television 
cited here are but a sampling of those 
available to counter claims of Moloney, 
Regan & Schmitt. This, of course, does 
not take away from the fact that tele- 
vision has a cost problem. But, as 
Murray Grabhorn puts it: "While com- 
petition between media is a healthy 
thing, the facts should be correctly 
stated and not distorted by either party 
in its attempt to get its share of the 
advertiser's dollar." -k -k -k 

PACKAGE that tv 

film spot at TELEFILM Inc. in 

will get 


with West Virginia's 



In West Virginia, one 
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sales producing stations at a combination rate 
that is about the same as you would pay for any 

single comparable station in either locality! 
This means twice the impact in a lush industrial 
market that spends $500,000,000 
annually. Write for details 
about WKNA-WJLS today! 



the personality stations 

Joe L. Smith, Jr., Incorporated 

Represented nationally by WEED & CO. 

5000 W DAY* 1000 W NIGHT 
ABC Radio Network Affiliate 

1000 W DAY* 500 W NIGHT 
CBS Radio Network Affiliate 

11 FEBRUARY 1952 

when you buy 


you buy 

• K-NUZ places a regular adver- 
tising schedule in the Houston 
Chronicle, Texas' largest daily. 
Four ads weekly on radio page 
plug individual K-NUZ shows, 
personalities, and sponsors. 

* Quarter-page ads monthly in 
grocer's publication, the Check- 
ing Counter, plugging sponsors' 


n -food brokers thrc 
greater Houston 

* Over 90,000 people each year 
see KNUZ-advertised products 
in a giant display at the Hous- 
ton Home Show held in April. 
Samples and promotional litera- 
ture on your product can be 

* Regular schedule of trade maga- 
zine ads, with -frequent listing 

* Point-of-broadcast displays of 
your products — in the showcases 
and on the billboards at K-NUZ 
Radio Ranch. Many hundreds 
of visitors are received daily. 

For Information Call 


National Representative, or 


[Continued from page 29) 

000,000 Cities Service 1952 ad budget. 
Band of America is liked by the deal- 
ers, and is used by them and the com- 
pany as the spearhead of a fortissimo 
promotional drive. 

There's a simple reason for tliis. 
Cities Service admen have no big bud- 
get to play with. They certainb don't 
have the kind of free-wheeling appro- 
priations that an oil firm, like Texas 
Company, can afford to throw around. 
Hesult: at the same time, Band of 
America has had to be both selling 
vehicle and prestige vehicle. 

"I guess you could call Band of 
America a 'semi-institutional' series," 
Tom De Bow told sponsor. "It's a 
prestige music show that gets plenty 
of bouquets from critics and educators, 
and it's done us a world of good from 
a public relations standpoint. But. a 
vigorous show like Band of America 
also gives us a chance to have a field 
day in promotions to the public. Our 
dealers are enthusiastic about the show 
for this reason. And. we feel its sell- 
ing ability is reflected directly in the 
steady growth of company sales." 

Maintaining the show's ability to sell 
— that is, its ability to attract an audi- 
ence to Ford Bond's hard-hitting Cities 
Service commercials — is no easy trick. 
It has to be done largely by a combina- 
tion of "feel," ratings, and dealer re- 

Cities Service keeps such a close 
watch on its shows, that until recently 
Ellington even had an expert on its 
payroll whose job it was to sound out 
dealer opinions (and gripes, if any I 
regarding the firms advertising. 

When a particular musical format 
(such as the Concerts series, or High- 
ways I seems to be getting stale, when 
ratings and dealer reaction are not par- 
ticularly favorable, the storm signals 
are up. Usually, there's a major or mi- 
nor change that soon follows, to dress 
up the show and to give it new appeal. 
Such a change isn't needed often, but 
it can't just be an arbitrary decision. 

How successful this approach can be 
is evident in the A. C. Nielsen ratings, 
during the period of the latest change- 
over, from Highways in Melody to 
Band of America, in 1948. (Since the 
immediately -before and the immediate- 
ly-after ratings are not comparable, 
due to a seasonal drop in ratings dur- 
ing that period, those taken in com- 
parable months make a better Yard- 

stick for comparison purposes.) 

During the week of 9 April, 1948, 
the Nielsen rating for Highways was 
5.1. During a comparable week (as re- 
gards over-all listening habits i. 12 No- 
vember of that year, the Nielsen figure 
for Band was a 6.8 — an increase of 
ever 20' < . 

The extra audience is believed to be 
almost entirely due to the program 
changeover — at the right psychological 
moment — backed by a new round of 
promotion on the part of the company 
and its dealers. 

How Cities Service merchandises 
and promotes its musical series is an 
object lesson in itself to any sponsor. 
You could almost title it "How to turn 
a prestige show into a show that sells." 
It's also Cities Service's basic success 
secret in straddling the fence of public 
relations and sales promotion. 

Basically, Cities Service looks upon 
the show (as ad manager Tom De Bow 
puts it) as one "you can sell." 

And. sell it Cities Service does — ear- 
ly and often. In addition to the pro- 
motional efforts of the company and 
the agency. Cities Service has retained 
for the past six or seven years the pub- 
licity services of Coll & Freedman, two 
steam-heated press agents. Everybody 
pitches in with ideas. No good pro- 
motional angle is overlooked in pro- 
moting the brass band series. 
. A few examples: 

1. With something like 8,000,000 
Americans (Deac Aylesworth's figure) 
now involved in college, high school, 
American Legion, organization and 
other types of brass bands, the steady 
demand for recordings of Band of 
America recently grew to huge propor- 
tions. To Cities Service, it looked like 
a promotional "natural." Accordingly, 
Cities Service and RCA-Victor got to- 
gether last summer, and waxed a re- 
tail album of band favorites. Credits 
for Cities Service appeared on the label 
of each recording, and on a lavish al- 
bum cover. Said the oil firm in its 

of BIO NEWS in spot radio 

fers special discounts, ranging up to 20%, 
to advertisers using a minimum of 7 station 
breaks a week, per station, on 3 or more 
Westinghouse radio stations. 

This plan may be your answer to the prob- 
lem of increasing coverage without increas- 
ing costs. Details are outlined in this little 
folder. If you haven't a copy, we'll be glad 
to send you one. Or, better still, get a full 
explanation in person from a sales repre- 
sentative of any Westinghouse station, or 
from Free & Peters. 




National Representatives, Free & Peters, except for WBZ-TV; for WBZ-TV, NBC Spot Sales 
11 FEBRUARY 1952 

own dealer publication recently : "The 
value of this in keeping the Cities Ser- 
vice name before the public, in calling 
attention to the radio program and in 
building good will for the company 
all over the countrj can hardly he over- 

2. It's impractical to tour the full 
land regularly, since too main of the 
all-star band group have other New 
^ ork hand jobs. But. Paul Lavalle, its 
conductor, is regularl) on the road. 
Lavalle is actually a kind of musical 
emissary for Cities Service, conducting 
student bands and state music festivals 
in cities from Tampa. Florida to Ban- 

gor, Maine. Net eilect of these visits, 
where Lavalle gets royal receptions, is 
a tremendous public relations "plus" 
for Cities Service among thousands of 
tetn-age and college-age students. 
"This age group." Cities Service offi- 
cials admit knowingly, "contains the 
family gasoline purchasers of tomor- 

3. \\ here possible and practical, the 
band does travel. It played a concert 
before some 6.000 people (who sat 
through a drenching rain to hear it) at 
the Chicago Fair in 1950, as part of 
"Cities Service Day." Again, the band 
and its Green and White Quartet (an- 


This Rich, Crowing 15-COUNTY MARKET 

1950 Farm Income of $98,695,000 * 

*ZZefi7U4*uz/i£eH&t4/ £%&&** 

other throwback to the earliest "test" 
days of the firm's radio) have ap- 
peared twice at the annual Barnum 
Festival in Bridgeport, Conn., and has 
played concerts in New York's Metro- 
politan Opera House. "We'd like to 
have the band on tour," admits Cities 
Service's Tom De Bow, "but the prob- 
lems would be so great and the invita- 
tions so many that it would take too 
much time to work them out." 

4. Cities Service has, however, made 
a kind of "ticket agency" out of its 
dealers. When a Cities Service station 
operator is mapping out a route for a 
regular customer that will take him 
near New York, the serviceman sug- 
gests: "Say, how'd you and your fam- 
ily like to see our radio show when 
you're in New York?" If the answer's 
"yes," the request is processed through 
New York headquarters right away. 
The effect of this is to make both the 
dealers and customers feel that the 
show is something that is very much 
a part of their lives. 

5. No believer in the theory that 
"radio is advertising, so why promote 
it?", Cities Service periodically gives 
its musical air series a solid promo- 
tional push to the public. One good 
example: a handsome, color spread se- 
ries in Quick magazine during the sum- 
mer of 1950, when listening to radio 
fell off. This was no series of product 
ads with a mere tune-in line. The ads 
revolved around a "Strike Up the 
Band" theme, proudly hailed the brass 
band as something which "reflects the 
proud traditions, the courage, the very 
spirit of our country." Regular printed 
ads (magazines, farm publications, 
newspapers) usually carry at least a 
cross-plug to the radio show, often fea- 
ture it strongly. Other regular Cities 
Service promotions, such as seasonal 
sports schedules, boost the show to the 
public. In dealer promotions, distrib- 
utor meetings, sales groups, and the 
like. Cities Service constantly reminds 
dealers that the Band of America is 
constantly building new sales for them, 
seldom refers to it as anything else 
but "your show." 

6. A constant stream of publicity is 
sent out by Coll & Freedman. with the 
Ellington agency throwing additional 
weight on special occasions. Pictures 
of "visiting firemen" (sometimes entire 
school bands) are sent to hometown 
papers, when the students make a spe- 
cial trip to New York to catch the 
show. So often has Paul Lavalle been 






A hook-shaped strip, 10 miles wide and 150 miles 
long, bordering Puget Sound, is home for 86.9% of the 
population of the entire 15-county Western Washington 
market, although only 7% of its land area. 

KJR's efficient 5,000 watts at 950 kilocycles covers 
this tidewater market with no waste, and at low cost. 

BMB proves KJR reaches all of Western Washing- 
ton's 15 counties, and saturates the all-important "hook" 
of Puget Sound. 

Buy KJR for efficient, low-cost, no-waste circulation! 

11 FEBRUARY 1952 


bows to 







We are sorry, Atlanta, that we re- 
ported Memphis as the largest city in the Vital 
Inside U.S.A.-rea (shown below), in our ads last 

We were, then, you know! But since you moved 
so fast and took all these neighboring folks into 
your corporate city limits, we at Memphis are 
happy to accord you the position due you. 

Memphis is now 
SECOND largest 

city in this area 
of over 31,000,000 


Memphis, which has shown a population of 410,725 
since the 1950 census, is now second to your 428,299. 
We are giving you advance notice, however, At- 
lanta: By May 1, 1952, estimates for the metro- 
politan area of Memphis indicate a population of 

NBC — 5000 
WATTS — 790 


M E M P 

WMCF 26 ° Kw Simultaneously Duplicating AM Schedule 
WMCT First TV Station in Memphis and the Mid-South 

Owned and Operated by The Commercial Appeal 

quoted in print with a whole variety of 
facts, opinions and thoughts concern- 
ing brass organizations, that he is now 
i stablished as one of the foremost 
bandmasters in the country . 

I bese examples <>f slick promotion 
will help explain how the national air 
advertising of Cities Service manages 
to look like a prestige effort but still 
carries the ball in sales. It's also why 
the firm's network radio occupies such 
a starring role in the Cities Service ad 
budget, accounting for nearly a third 
of the estimated total. 

At the local level, too. Cities Service 
goes all-out in selling its products via 
programs and announcement schedules 
geared for results. The oil firm is now 
engaged in radio spot activities in 
"about 100 markets." and in about a 
dozen markets with TV. Nearly all of 
it is done on a "co-op" basis with deal- 
ers I BAB gives the split as "usually 
50-50"), although a few market cam- 
paigns where Cities Service wants ex- 
tra air promotion — like the televised 
Hialeah races on Miami's WTVJ, twice 
weekly — are supported directly by Cit- 
ies Service. 

There's no hard and fast rule laid 
down by the firm for dealer purchases 
of local radio and/or TV. "We urge 
them to buy whatever looks best in the 
local market." a Cities Service official 
told sponsor. "In actual practice, 
about six out of 10 dealers usually look 
a-ound first for a well-rated local news- 
cast or farm news show, with local 
sports as a second choice. But, dealers 
have found that shows ranging from 
weather reports to a live hillbilly band 
can do the job." 

Cities Service sta\s in the local-level 
act by offering the dealers, through its 
co-op organization, everything from 
radio copy to TV film announcements. 
Types of shows and time slots in the 
100-or-so radio-TV markets run all 
ever the lot. but Cities Service knits 
them together with agency-written copy 
or films so that they backstop regular 
commercials on the network show. Un- 
like some national advertisers, Cities 
Service i- perfectlj willing to sit down 
with an air-minded dealer to discuss 
ways and means of gelling him on the 

The big petroleum firm has had 
good results with its national efforts, 
and feels sure thai the formula is being 
repeated at the local level. 

With its sensitive listening posts con- 
stantly bringing in reports that deal- 
ers would like to have a network TV 


show as well, Cities Service has had 
the idea under consideration for a long 
time. \ trial simulcast was done of 
lUind of Imerica from October 1949 
to January 1950, but it prove expen- 
se and unwieldy. However, Cities 
Service had it~ video appetite sharp- 
ened, has since put many of the TV 
lessons to work in making spot TV 

Some da) soon Cities Service hopes 
to find a good TV program formula. 
Hut. it won't be a "quickie" decision. 
Cities Service, whose stock is now 
worth a 100 times what it was in the 
I930's, likes to think that eventually 
they'll be able to look back on 25 con- 
tinuous years in TV. * * * 

i ill glow up kn 


[Continued from page 41) 

ernor. WNBC approached Leopold 
Stokowski — not with the idea of being 
a d.j.. which he would naturally rebuff 
— but with the idea of promoting the 
250th anniversary of his favorite com- 
poser, Bach. The unapproachable Sto- 
kowski fell in love with the idea. Sim- 
ilarly. Arthur Treacher was engaged as 
d.j. for a series of Gilbert & Sullivan 
shows ... at a low-cost bid. 

(c) Though the webs spent thou- 
sands to hire Milton Berle to be funny, 
WNEW did exactly the opposite. On 
the idea that all comedians dream of 
playing Hamlet, it organized show 
Play It Straight, on which Berle per- 
formed without being paid. 

(d) When singing commercials were 
being severely criticized. WNEW tamed 
them into plugs for the UN; also for 
safety and fire prevention. 

2. Try to devise children's programs 
in the near future: otherwise the 

youngsters of todaj 

ing only TV . 

Edward J. Freeh, Program Director, 
KFRE, Fresno. Calif.: 

1. To create novel programs with 
universal appeal, borrow from the na- 
tional magazines. Esquire, Reader's 
Digest, Redbook and others will let 
you quote from their articles, anec- 
dotes, for use on the air. 

2. How an independent station 
solved the problem of getting big-name 
talent at a ver) economical cost: 

"It took the government-released 
public service programs, such as Guest 
Star, Here's to Veterans, Stars on Pa- 
rade, all of which carry top-name tal- 
ent. Then, using the block-program- 
ing method, it put two or more of these 
shows back to back: it promoted them 
on the basis of: 'Tonight, hear Bob 
Hope. Jack Benny, Dinah Shore,' or 
whoever they happened to be." 

Music library 

Earle Ferguson, Program Director, 
KOA, Denver: 

1. A radio station without a well- 
kept music library is in as bad a fix 
as a beautiful home without a well- 
kept kitchen. Three "musts" when or- 
ganizing your music library: (a) Ade- 
quate space, keeping future expansion 
in mind; lb) A scientific system of 
cataloguing; (c) A music librarian. 

2. The numerical system of filing 
seems to be most practical. Use fa) 
a master card file, listing titles alpha- 
betically, plus pertinent data about 
title, file number, composer, publisher, 
type of tune, licensing of performing 
rights lb) and a second card file list- 
ing titles by artists. 

Make sure your music librarian 
keeps tab on current trends and audi- 
ence tastes. Turn over to your librari- 
an fan mail on various music pro- 
grams: give him the chance to con- 
trol over-duplication of seasonally pop- 
ular numbers, like ""White Christmas."" 
"Easter Parade." 

The broadcaster's worst mistake is 
using his own taste as a criterion for 
audience likes. In this connection, 
WSMB uses an unorthodox jive pro- 
gram, whose popularity was increased 
by programing similar types of music 
before and after it; in other words, 
the other shows complemented this jive 

To integrate your station music with 
the community, conduct your own lo- 
cal Hit Parade. KPIX polls local rec- 
ord dealers, juke box operators to tab- 
ulate its "Lucky Ten of the Week." 
For extra promotion it then posts the 
ballad list in each of the stores. 

Programing with a limited budget 

1. If you have little funds for talent 
fees, research your audience carefully, 
and develop an inexpensive music pro- 
gram that appeals directly to special 
tastes. For example. KCOL's survey 
found some 90 r t of its listeners had 
strong Bohemian, German, and Rus- 
sian-German taste preferences. Thus, 
it initiated a 60-minute Polka Time 
show popular enough "to steal the au- 
dience from competing stations with 
bigger budgets." 

2. To compete against the networks' 

In Boston 

11 FEBRUARY 1952 






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high-price Jack Benin s and Lux Thea- 
tres, play up local-interest sports heav- 
ily. "We're the only station in this 
Rock) Mountain area that follows the 
college teams in football, basketball, 
and baseball. We also follow as many 
high schools around the area as we 

1. To make the gathering of farm 
news easier and less expensive, the 
WLPO farm director prepares a mim- 
eographed questionnaire, which is sent 
to 4-H groups. 

2. Prompt and inexpensive coverage 
of local sporting events is assured "by 
a ruling of the Illinois Valley League 
— by which the winning team must call 
WLPO after a game, or else pay a fine. 
Thus, the station is able to broadcast 
results of the game on its first sports 
program the following morning." 

Program management, personnel 

1. The program manager must keep 
up with his reading of the trade press, 
pay the strictest attention to competi- 
tive programs. "This scouting for gen- 
eral trends may give advance tip-off 
to tomorrow's programs." 

2. To be sure of having open chan- 
nels to fresh talent, maintain a pro- 
gressive audition policy — auditioning 
new talent at frequent intervals. 

1. '"The program department of any 
radio station is a sales department. It 
must do everything possible to resell 
radio to advertisers." 

2. "It is very important to hold com- 
bined meetings of both the Program 
and Sales Department at least once a 
week. This is to avoid antagonism: 
to create better understanding of mu- 
tual problems." 

3. "It is much more valuable to 
hold a program, than it is to get a new 
one. On commercial programs, the pro- 
gram man should sit in on the show- 
two or three times. Then he should 
write a report on it. offering sugges- 
tions and changes he thinks necessary, 
perhaps even suggesting a new type of 
program. This is a public relations 
gesture; it never fails to convince the 
advertiser the station is giving him that 
certain extra something." 

i Cole 

President. WMBD. Pe 


1. Analyze each time segment, seven 

days a week, to be sure your programs 
are in the best sequence designed to 
maintain greatest listenership. For ex- 
ample. \\ MBD once organized its Sat- 
urday schedule to fit the advertiser's 
M ishes. and not the listeners' wishes. 
"Because it was improperly programed, 
that day had a much lower rating than 
the rest of the week." 

2. The sales department should nev- 
er sell program time without prior ap- 
proval of the program director. 
"Whenever we have deviated in the 
past from this policy, it has resulted 
in loss of audience and loss of adver- 
tisers. Remember, one bad apple spoils 
the whole barrel. And so one badly 
programed period can spoil an entire 
segment of your schedule." 


George Allen, ftetcs Director, WSAT, 

Salisbury, IS. C: 

1. To make your audience news-con- 
scious, promote your station news de- 
partment through the day with an- 

2. To put special emphasis on news- 
i asts, schedule them between two pop- 
ular programs. This also serves to es- 
tablish the personality of the newscast- 
er, and it enables him to appear at a 
less popular time. 

3. To promote your station's news, 
build up a personality who becomes 
identified with the news. 

Ralph Conner, ISeivs Editor, KVOR, Col- 
orado Springs, Colo.: 

1. An effective gimmick for tantaliz- 
ing listeners: 'Tick out a few quotes 
from the day's news. Isolate them com- 
pletely. Don't identify who said them, 
or under what circumstances. Just 
read them off at the start of the news- 
cast. Then as vou get into the news. 

pick them up and put them back into 
context. That not only teases the lis- 
tener, but sustains his interest, as he 
listens to find out what happened." 

2. To hypo local interest and local 
slant in news, rewrite press service 
news copy. Remember, "their editing 
is done by someone in New York, Chi- 
cago, or Denver, who doesn't have the 
viewpoint of your community in 

3. You can train everybody on the 
station staff to be a newsman for you 
— to think in terms of: "Is this a good 

4. You can get along with a con- 
tinuity writer or announcer to write 
the news. But a full-time news staff is 
better in the long run. 

5. Give your station newsman suffi- 
cient free time to cover beats regular- 
ly — the police station, fire department, 
town council. "It's a good idea to be 
able to shoot the breeze with the police 
chief, your mayor, and some others, a 
couple of times a week. It may, on the 
surface, seem like a waste of time. But 
when the big story does break, when 
you need the facts and need them in a 
hurry, that acquaintanceship is going 
to pay off." 

6. Strengthen your station news 
with use of a tape recorder or beeper 
system. "You can use a recorder to 
bring national subjects closer to home. 
Take it out on the street; find out what 
people think of the 18-year-old draft, 
crime investigations, other current na- 
tional subjects." 

7. Don't be afraid to let your news 
department use the telephone heavily. 
Once, KVOR phoned Western Union's 
Office to contact survivors of a train 
wreck. "Thus, we got a scoop on the 
other station, which sent a plane to 
the scene of the accident." 

Disk jockey shows 

1. A disk jockey can increase listen- 
ership by introducing a service depart- 
ment on his show. Illustration: "For 
a long time I was besieged with calls 
from people who had lost and found 
dogs and cats. So I set up a depart- 
ment known as the Doggone It Depart- 
ment. And it has created a lot of good- 
will for my station." 

2. Have your disk jockey maintain 
close contact with the sponsor. "Not 
only on calls made with the salesman; 
but by dropping in alone for a friendh 
chat by himself. Many an otherwise 
lukewarm client has renewed at ex- 
piration time because of such good- 
will work by the d.j." 

3. "The average disk jockey talks 
too much. I have arrived at this con- 
clusion after spinning records on and 
off almost 21 years. The average lis- 
tener tends to listen to shows that give 
him a lot of music, a minimum of con- 
versation. I try to maintain about a 
three-to-one percentage of music over 

4. Besides reading announcements 
and spinning wax, encourage your plat- 
ter-spinner to boost worthy philanthro- 
pies. It will enhance the community 
public service reputation of your sta- 
tion. "I have sent a blue baby to 
Johns Hopkins Hospital for a heart 
condition; helped raise over $30,000 
for a war veteran who lost part of all 
limbs; built a $6,000 home for a fam- 
ily burned out; raised an annual fund 
of over $2,500 for the kids' Christmas 
at Hope Haven Hospital for Infantile 
Paralysis; furnished over 300 radio 
sets for Korean war vets at a Naval 

The following broadcasters associa- 

In Boston 

11 FEBRUARY 1952 






the four great voices, under the 
direction of Ken Christie, teamed 
with the Cities Service Band of 


Silver Anniversary Program 
At Carnegie Hall 
Monday, Feb. 18th 
9:30 to 10:30 P. M., NBC 

Next week, Cities Service celebrates its Silver Anniversary on 
radio . . . 1927 to 1952 — 25 years of the finest in musical 
entertainment on Radio NBC. 

At this time, Cities Service would like to salute . . . and thank 
... all the people who have made this 25th Anniversary a happy 
reality. Messrs. Goldman, Bourdon, Black, Lavalle, 
MacNamee, Bond, Dumont, Haupt, Misses Dragonette 
and Manners, et al . . . from conductor, director, announcer 
to page boy . . . our thanks. 


"Mr. Music— conducting 
for Cities Service for the 
past eight years. 


with a following that's legion... long renowned 
as THE Band of America. . .the finest hand 
group ever assembled on one stand. 




liana have conducted BMI Program 
Clinics. Also listed are the presidents 
of each and the stations with which 
they are associated: 

Alabama Broadcasters Assn., Em- 
mett Brooks. WEBJ, Brew ton; Arkan- 
sas Broadcasters Assn., Fred Steven- 
son, KGRH, Fayetteville; Arizona 
Broadcasters Assn., Albert Johnson, 
KOY, Phoenix; California State Broad- 
casters Assn., William Smullin, KIEM, 
Eureka; Colorado Broadcasters Assn.. 
Rex Howell, Jr., KGLN, Glenwood 
Springs: Florida Assn. of Broadcast- 
ers, S. 0. Ward, WLAK, Lakeland; 
Georgia Assn. of Broadcasters, Ben 
Williams. WTOC, Savannah; Idaho 
Broadcasters Assn., Earl Glade, Jr. 
KDSH, Boise; Illinois Broadcasters 
Assn., J. Ray Livesay, WLBH, Mat- 
toon; Indiana Broadcasters Assn., Dan- 
iel C. Park, WIRE, Indianapolis; Iowa 
Broadcasters Assn., William Quarton, 
WMT, Cedar Rapids; Kansas Assn. Oj 
Broadcasters, Ben Ludy, WIBW, Tope 
ka; Kentucky Broadcasters Assn., J. W. 
Betts, WFTM, Maysville; Louisiana 
Assn. of Broadcasters, Tom Gibbens, 
WAFB, Baton Rouge; Maine Broad- 
casters Assn., Faust Couture, WCOU. 
Lewiston; Maryland-D. C. Broadcast- 
ers and Telecasters Assn., John E. Sur- 
rick, WFBR, Baltimore; Michigan 
Assn. of Broadcasters, Dan Jayne, 
WELL, Battle Creek; Minnesota Broad- 
casters Assn., Dave Gentling, KROC. 
Rochester; Mississippi Broadcasters 
Assn., P. B. Hinman, WROX, Clarks- 
dale; Missouri Broadcasters Assn. 
Glenn Griswold, KFEQ, St. Joseph 
Montana Broadcasters Asst., Ed Coo- 
ney, KOPR, Butte; Nebraska Broad- 
casters Assn., William Martin, KMMJ 
Grand Island; Nevada Stale Broad- 
casters Assn., H. G. Wells, KOLO, 
Reno; Neiv Jersey Broadcasters Assn. 
Paul Alger, WSNJ, Bridgeton; North 

Carolina Assn. of Broadcasters, T. 
H. Palterson, WRRF, Washington, 
N. C; Ohio Broadcasters Assn., L. 
A. Pixley, WCOL, Columbus; Okla- 
homa Broadcasters Assn., L. F. Eellat 
ti, KSPI, Stillwater; Oregon State 
Broadcasters Assn., Ted W. Cooke, 
KOIN, Portland; Pennsylvania Assn. 
of Broadcasters, J. S. Booth, WCHA 
Chambersburg; South Carolina Broad- 
casters Assn., John Rivers, WCSC, 
Charleston; South Dakota Broadcast- 
ers Assn., Byron McElligott, KSDN 
Aberdeen; Southern California Broad- 
casters Assn., A. E. Joscelyn, CBS, Hol- 
lywood; Mgr. Dir., Robert J. McAn 
drew, 6253 Hollywood Blvd., H'wyd. 
Texas Broadcasters Assn., J. M. Mc- 
Donald, KCRS, Midland; Tennessee 
Assn. of Broadcasters, J. P. Sheftall, 
WJZM, Clarksville; Utah Broadcasters 
Assn., John Schile, KUTA, Salt Lake 
City; Virginia Assn. of Broadcasters, 
Chas. Blackley, WTON, Staunton; 
Washington State Assn. of Broadcast- 
ers, Fred F. Chitty, KVAN, Vancou- 
ver; West Virginia Broadcasters Assn., 
Joe L. Smith, Jr., WJLS, Beckley; Wis- 
consin Broadcasters Assn., Ben Laird, 
WDUZ, Green Bay. 

started on an 18% hour fund-raising 
marathon, requesting listeners to phone 
in pledges to WRLN. Response was 
immediate and the phones jangled bus- 
ily from 6:00 a.m. Saturday to 1:00 
a.m. Sunday. Besides calling in pledges, 
listeners offered to donate the proceeds 
from auctioning puppies, jewelry, coal, 
auto jobs, reupholstering jobs, rabbits, 
etc., by air. This was Swanson's sec- 
ond annual marathon for the March 
of Dimes. 

To introduce the TV detective series, 
Boston Blackie to Columbus, WBNS- 
TV sent out a sandwich-boarded man 


{Continued from page 51) 

man Ryan became so interested in 
Ruthrauff's mail order advertising bus- 
iness he soon joined him. From this 
grew R&R which today has more than 
700 employees in 13 nationwide offices, 
and over 120 accounts. 

The March of Dimes is $3,200 rich- 
er due to the efforts of "Mr. Sunshine" 
I Carl Swanson), hillbilly d.j. on 
WRUN, Utica-Rome, N. Y. Very early 
one Saturday morning in January, he 

kie" WBNS-TV debut 

who distributed black masks on the 
streets. On back of the masks was 
printed information about the pro- 
gram, including its air-time and its 
sponsor, the George Wiedemann Brew- 
ing Company. 

Those interested in selling to the Ne- 
gro market in Philadelphia will find 
valuable facts in a booklet prepared by 
WDAS titled, "Here's the Key to the 
Rich Philadelphia Negro Market." 
Among other facts and figures, it re- 
veals that the Negro market potential 
in the Philadelphia Metropolitan area 

11 FEBRUARY 1952 


GOSH . . . ! 



Shocking, Yes — when the local independent 
leads three network stations in morning lis- 
teners! Shocking — but TRUE. 
But here are the figures — 



Station A 

Station B 

Station C 

6:00 AM 









































2 Reasons WKAB Can Get Results for YOU 
in the new $400,000,000 Key Market of the 

1. ACTIVATED PAYROLLS, created by 
substantial permanent new industry. 

WKAB programs to the masses with the 
fat weekly pay envelopes. 

WKAB programs to the masses of working 
people all day long — with hillbillies and 
hymns all morning, Liberty sports events in 
the afternoon and race music in the late 

If the MASSES are your customers, 

If the MOBILE AREA is in your market, 

Hurry, while we still have Heavy-Hooper 


Los Angeles, San Fra 

is 450,000 customers, or 12.3% of the 
entire population. The booklet can be 
obtained by writing WDAS, 223 Arch 
Street, Philadelphia. 

Mounting TV cameras on mobile 
Hyster truck lifts (see photo) enabled 
WFIL-TV to cover Philadelphia's an- 

nual \cw Year's Day Mummer's Pa- 
rade more thoroughly and easily. These 
wheeled devices permitted much great- 
er maneuverability for the cameras, al- 
lowing them to range over an extreme- 
ly broad area. The telecast lasted nine 
hours, was sponsored by C. Schmidt & 
Sons. Philadelphia brewers. 

To recruit employees for its huge 
Lockland engine plant in Cincinnati. 
General Electric recently chose a sports 
roundup and interview program on 

WSAI, Sports Time. Aired at 6:15 
p.m. Monday through Saturday, the 
program is a natural for drawing 
sports-conscious males. GE explains 
over the air that it maintains after- 
hour employee sports activities — in- 
cluding a top-notch basketball team — 
in order to attract male job applicants. 

Highly handy "Station Availability" 
worksheets, without charge or obliga- 
tion, are available from The Pulse, 15 
West 46th Street, N. Y. 36, N. Y. * * * 



{Continued from page 15) 

their home areas— in addition to net- 
work the entire structure of college 
athletics \\ i 11 be strengthened, because 
real strength comes Erom visibilit) for 
main schools- not from a favored lew. 
The \er\ laet thai the NCAA's own re- 
search showed L951 attendance better 
in relation to 1950 in TV areas than in 
non-TV areas, indicates that the danger 
to gate receipts is far over-rated. The 
important thing to do now is to permit 
the local college to televise in its own 
home community if it wants to, in or- 
der to hold the interest and support of 
its own alumni, friends and neighbors. 

C. L. Jordan 

Vice President 

N. W. Ayer & Son, Inc. 


The policy of the 
Radio -Television 
ers Association 
has been to en- 
courage the tele- 
vising of all 
sports, including 
college and pro- 
fessional football 
games, because 
we believe the 
advantages of televising these events 
and games outweigh the disadvantages. 
Accordingly, we recommended last fall 
an extensive program of cooperation 
by our members with college and pro- 
fessional football interests. 

The major role in which television 
can aid the colleges is in the field of 
public relations. Colleges are solicit- 
ing more than $3,000,000,000 today to 

Mr. Elliott 

meet their endow men; objectives. Tel- 
evision on the widest possible base can 
be used to acquaint millions of new 
friends, as well as alumni, with college 
progress and plans. While the restric- 
tion of games will retard this fund- 
raising activity, the exclusion of all 
games, we believe, would have been a 
major mistake by the colleges. 

Also, from a public relations angle, 
television can build many thousands 
of new fans Avho, seeing the game first 
on television, will then want to see the 
contest in the flesh. Therefore, even a 
minimum of games can help stimulate 
interest in college football. 

Television has repeatedly proven its 
effectiveness in the field of education, 
and has demonstrated its capacity to 
create new interests among viewers. 

The medium has built an increasing 
number of sports fans — fans who will 
ultimately contribute to a healthier box 
office — and, if allowed to function free- 
ly, will continue to do so. 

Because the details of NCAA televi- 
sion for 1952 will be determined by a 
new NCAA television committee, to be 
appointed soon, and because these de- 
tails will be influenced substantially by- 
present members of the NCAA televi- 
sion committee, it is highly important 
that every television station, in cooper- 
ation with a Television Distributors 
Sports Committee in each market, con- 
tact each local college and coordinate 
their interests with those of each insti- 
tution in regard to television for 1952. 

This is vitally important because the 
plan to be developed by the 1952 
NCAA television committee will there- 
after be submitted by mail to each 
NCAA member college for approval. 
Two-thirds of the colleges which reply 
must approve the plan before it can 
become a reality. Some colleges are 

opposed to television; a small minority 
favor it. Most colleges look to their 
Conference for leadership. Main small 
colleges object to the showing of ma- 
jor games on television in competition 
with their own games. Some of these 
small schools have played their games 
on Friday nights or Sunday after- 
noons to avoid competition with the 
larger schools. 

Every college, large or small, will 
have a vote on the NCAA Football 
Plan for 1952. Broadcaster-Distributor 
Television Sports Committees should 
be organized on a local level to: 

(a) sell the colleges and their con- 
ferences on the value of TV, 

(b) cooperate with local colleges and 
the NCAA program, 

(c) help the colleges to benefit from 
the public relations value of television, 

(d) help promote attendance at col- 
lege football games and avoid all nega- 
tive advertising such as "see the game 
free on the 50-yard line on TV." 

For this reason, the Radio Television 
Manufacturers Association has recom- 
mended the organization of Television 
Sports Committees in every television 
area. By helping the colleges with their 
problems, we can help ourselves. 

The current football situation is a 
big challenge to our industry. What 
the industry does about it now and in 
the next few months may help improve 
the NCAA plan and extend the use of 
television, and at the same time ad- 
vance the interests of the colleges. 

By helping the colleges, the radio in- 
dustry can help itself. 

Joseph B. Elliott 
V.P. Consumer Products 
RCA Victor Div., RCA 
Camden, N. J. 

In Boston 

11 FEBRUARY 1952 


{Continued from page 33) 

there. I verything is set up and it's all 
read] for us. An advertiser with one 
show might, hy some astute shopping 
around, get some things cheaper. But 
a sponsor with a couple of shows would 
have to expand his organization tre- 
mendousl) if he wanted to do every- 
thing independently of the nets. With 
sponsorship of several shows, the big 
advertiser is better off letting the net 
handle his production problems." 

Bill Valle, production director of TV 
at Benton & Bowles, doesn't go along 
with this viewpoint. Bill's slant: "The 
networks have no competition and their 
prices are high to begin with. In addi- 
tion they steadily jump prices much 
more than the industry as a whole. 
\\ ith independent purchases you can 
at least get competitive bids from two 
or three shops. There's also the respon- 
sibility angle. If independent outfits 
don't deliver the goods in good shape 
they'll repair the damage at their own 
expense. With the networks you have 


No other signal covers the South Bend market 
like WSBT. Radio sets in use are up to an all- 
time high of 32.8! WSBT's share of audience 
at 66.6 is way above the national average. And 
here television is insignificant because no con- 
sistentlv satisfactory TV signal reaches South 
Bend. Don't sell this rich market short. Wrap 
it up with WSBT radio. 

30 Years on the Air 

to fight five dozen accountants." 

Another major agency beef involves 
penalties. That is cost hikes for cli- 
ents who don't make their set require- 
ments known two weeks before air 
time. The penalty: a 25 % hike in pro- 
duction cost the second week before air 
time; a 50% hike the last week. 

From a network spokesman comes 
an explanation for penalties. "We 
must follow a logical sequence of pro- 
duction. Show A on Monday, Show B 
on Tuesday; Show C on Wednesday. 
We must operate on an assembly-line 
basis and if one advertiser holds us 
up he is, in fact, holding up the rest 

"A good advertising writer is a person 
who can make up his wife's mind." 

V.P.. Dancer-Fitzgerald-Sample 

of the shows as far as scene design, cos- 
tumes, set construction and high-priced 
labor is concerned. We must penalize 
the advertiser who doesn't give us show 
specifications within what we consider 
a reasonable length of time." 

Clarence G. Alexander, DuMont's di- 
rector of network operations, protests 
against the "We don't know what we're 
paying for" clique. There's no excuse 
for any agency or client not to get cost 
estimates minutely broken down. At 
DuMont we give them detailed esti- 
mates before they go on the air. I'd 
say the main factors in cost-raising are 
the 'overnight geniuses' or tempera- 
mental stars who pout and become 
prima donnas and delay productions 
and rehearsals." 

Sam Leve, free lance scenic designer 
for the Fred Waring Show, is another 
critic of the nets. "The networks' job 
is to sell time but suddenly they're all 
theatre experts. From my experience 
I've found that, although studios out- 
side pay higher wage scales, costs are 
lower than the nets. The answer is 
waste in masterials, time and men." 

"When I was with one of the nets 
we submitted 15 blueprints for every- 
one up and down the line (15 different 
departments). Now, on the Fred War- 
ing Show, I make just four blueprints 
and scene or set changes are made 
quickly and easily. There's no 'going 
through channels' routine. As an inde- 
pendent designer I'm in direct contact 
with the man who does the building. 
Mistakes — and costs — are minimized. 
We start work on the Waring show on 
Sunday night. Settings are 'finalized' 


in my mind by Monday. Tuesday we 
start drawings. We shop for props on 
Thursday afternoon and all scenery is 
finished by Friday night." (The Fred 
Waring organization handles its own 
scenic design and have their own scen- 
ery constructing studio.) 

But even the Fred Waring organiza- 
tion with its own designer and set con- 
struction facilities has been hit by in- 
flation — perhaps the real bugaboo be- 
hind the TV production misunder- 
standing. The Waring organization 
runs a kinescope each week for cast 
members so the people can see any 
errors they make. A one-hour kine- 
scope used to cost $80; it's now $144. 

The Waring executives have found 
it's cheaper to buy props and furniture 
in some instances than it is to rent 
them. Some dealers are in the habit 
of jacking up prices as soon as they 
know the item is to be used on TV. 

Most of the cost complaints seem to 
come from sponsors who've been in 
video since its early days. Comments 
like "charge what the traffic will bear," 
"'we can get it cheaper from outside 
sources," "the less you buy from the 
nets the better off you are." come from 
many of these. 

Part of the solution is offered by 
network and agency personnel who 
agree that these skyrocketing costs 
"'may strangle all of us." The nets, they 
say, are doing everything feasible to 
lower costs. Pre-airtime conferences 
eliminate scenes requiring expensive 
settings or costumes. Rear-screen pro- 
jection, other camera magic borrowed 
from the movies reduce costs. Closer 
supervision of costs is another ap- 

Network officials are attempting to 
work more closely with agency person- 
nel in an effort to halt runaway costs. 
Agencies can help, it's pointed out, by 
maintaining a close supervision of all 
production. One agency, with an ex- 
pensive half-hour show, now throttles 
unnecessary TV costs with a detailed 
production order. It must be signed 
and countersigned, before work can go 
forward. The savings in money have 
become quickly apparent. 

One advertising executive says hard, 
stringent economy measures are the so- 
lution. Hard-headed business men on 
the network, agency, and advertiser 
side of the fence must work in closer 
cooperation. The "fast buck" accusa- 
tions must be forgotten because the 
nets have "as much to lose as the ad- 
vertiser." • • • 

11 FEBRUARY 1952 

you can "see" the 
difference on WBNS-TV 

There's no question about the quality of telecasts on Chan- 
nel 10. Better technical facilities make for better programs 
and commercials. WBNS-TV is one of the most modern tele- 
vision centers in the country, providing advertisers with com- 
plete facilities, equipment, and technical skills for highest 
quality production. 

Compare facilities and you'll see why Central Ohio view- 
ers prefer WBNS-TV* and why it offers more sales impact 
for your money. 

Ed. Sullivan introduces McGregor sports wear 
Utilizing the excellent production fa- 
cilities the F. & R. Lazarus Company 
have developed a unique hut highly 
successful merchandise show. 


, 1951, WBNS-TV carries 8 
a week shows, 6 out of 10 
hows, three of which are 









Hooper Share of Audience, 

May through September, 

1951, Oakland 


Tribune Tower • Oakland, Calif. 

Represented Nationally by 


[Continued from page 37) 

show to <it\ dwellers, and In motorists. 
Thousands of direct-mail pieces to out- 
of-town Schuneman customers carry 
big plugs for the show, and its time 
and station. 

Extra promotions — Nothing is oxer- 
looked that will help to boost the show. 
\\ hen a "Red Rooster Booster Club" 
was formed I spontaneously, no less), 
Schuneman's had membership badges 
made, and started a regular club. An- 
niversaries, local celebrations, civic ac- 
tivities, Minnesota state fairs (when 
the show travels to the fair to originate 
"remote"), tie-ins with seasonal sales 
— all are part and parcel of the con- 
tinuing store promotion behind the 

The pay-off comes in a form that 
any department store executive can rec- 
ognize and appreciate: sales. 

These "Red Rooster" results are 
typical : 

• Metal wastebaskets were moving 
slowly. They were plugged, bargain- 
priced at $1.19, on Red Rooster. Only 
one short commercial was used. Min- 
utes later, customers headed for the 
store's fourth-floor Needle Art Depart- 
ment, and bought 50 of them. 

• A special sale on Noritake Dinner- 
ware was going on in the store. Four 
commercials, on four consecutive days 
plugged the sale. Result: some 85 sets 
were sold, for a total store intake of 

• Schuneman's stocked a new flow- 
er holder, called a Floralier. The in- 
troduction was made on Red Rooster, 
with the item priced at $1.00. Within 
an hour and a half after the first com- 
mercial, 26 of them had been sold by 
Schuneman's to people who had heard 
the show. 

Results like these could go on for 
several pages. It's no surprise when 
Rill Campbell says emphatically that 
"Red Rooster SELLS for Schuneman's 
in Saint Paul!" 

Nor is Schuneman's alone in getting 
this kind of direct-action results from 
the use of radio, although its use of the 
air is certainly outstanding. Officials 
of the National Retail Dry Goods As- 
sociation, when queried by SPONSOR, 
said that today there is a "gradual in- 
crease" in the amount and variety of 
radio time used by department stores 
to build more sales. Nowadays, stores 
from Milwaukee's Boston Store to out- 
side-the-country retailers like Nathan's 


the man referred 
to in the editorial below 

"If you're investing a substantial sum 
in air advertising, we can suggest 
nothing better than adding a radio and 
TV specialist to your staff who can co- 
ordinate with the agency and tour the 
stations of the nation on your behalf. 
There has been a marked though quiet 
trend in this direction in the past few 
years — and the reports indicate that 
station managers, and commercial man- 
agers (being human) display a normal 
response to the personal touch of your 
own representative." 

—excerpt from 31 December 

This calls for aptitudes, training 
and experience that fits me to a 
"T." Included are a dozen years 
of building contacts with stations 
at the management level, of work- 
ing with agencies and advertisers. 
May I tell you how I might best 
serve you in reaching an econom- 
ical solution to today's time-clear- 
ing problems? 


in Kingston, Jamaica I B. W. I.), are 
finding that radio brings in the cus- 
tomers — and the customers buy. 

Still, despite the growing frequency 
of success, air usage by department 
stores remains largely an unexplored 
wilderness, even though several big 
non-radio department stores have late- 
lv gone into TV with often-startling re- 
sults. When it comes to advertising. 
department stores, as a class, are still 
DOt conditioned to doing it through a 

As recently as 1943. radio's share of 
department store ad budgets reported 
to the NRDGA was so small it was 
lumped under "Miscellaneous" when 
the totals were made. As recently as 
1950, the "average"' department store 
(out of a list of 190 of all sizes and 
locations) reported its ad spending to 
the NRDGA in a breakdown that 
looked like this: 



Item Share 

Newspaper space 56c 

Display work 13c 

Sales Promotion Payroll 9c 

Supplies, other expenses 7c 

Other ad media 7c 

Direct mail 5c 

Radio and TV 3c 


It's hard for any radio-minded ex- 
ecutive to equate results like those of 
Schuneman's, and those in sponsor's 
"Capsule Case Histories" (see page 
— ). with this kind of spending. 
NRDGA executives, like Howard P. 
Abrahams, manager of NRDGA's Sales 
Promotion Division, admit that the 30- 
out-of-each-ad-dollar is still largely the 
rule of the industry. 

The sixth and latest NRDGA contest 
in conjunction with the Broadcast Ad- 
vertising Bureau I it was formerly done 
with NAB), underlined the fact that 
stores which have pioneered in radio 
are thoroughly sold on it — but are still 
only a small segment of the huge U. S. 
retail picture. 

To show how flexible radio can be 
for department stores, how it can ac- 
tually sell merchandise, and how it can 
establish good (and profitable) cus- 
tomer relations, SPONSOR has selected 
several outstanding examples of de- 
partment store radio advertisers from 
among the many entries in the recent 
NRDGA-BAB contest. These stores 
were not unusual, either in type, loca- 
tion or size. Some stores were in the 
"small town" category. Others were 
retailing giants, doing well over $15,- 
000,000 worth of business each year, 
often in the $40,000,000 class. They 

11 FEBRUARY 1952 

To a radio advertiser 

who never hears "Dateline Marengo" 

In WMTland all the news that's fit to air includes a 
minimum of bistro battles, a maximum of alfalfa 
intelligence. What we lack in V-neck verbiage is offset 
by thorough coverage of the Eastern Iowa scene. Take 
Marengo, pop. 2,000. It's the county seat of black- 
soiled Iowa County, a community typical of our market, 
where about half the retail and wholesale business takes 
place in towns under 10,000. WMT's special corre- 
spondents in Marengo and 37 other Eastern Iowa towns 
provide local news on a 24-hour basis. Combined with 
AP, UP, and INS they help supply the news fodder 
which is edited down to 12,000 words by daily newscasts. 

WMT advertisers find news programs powerful sales 
makers. Killian's Department Store has sponsored 
the 9 a.m. edition since 1935. Other long-run news 
sponsors: Iowa Electric, since 1942; Oelwein Chemical, 
since 1943; Western Grocer, since 1944. 

Outstanding news coverage is just part of the WMT 
story. Add farm service, sports, entertainment, and 
exclusive CBS programming, and you get the kind of 
audience interest which maintains WMT's position as the 
highest Hooperated CBS station in the nation. 





Nothing Can Take The Place of 
A Quarter of A Century of 


Earned By 


Today, our"fan mail" is the heaviest 
in our history., .dollars for our 
Christmas Fund for the needy just 
came rolling in to make it the biggest 
yet... and, any local advertiser using 
WIOD (and there's plenty of 'em) 
will tell you that the job we're doing 
for them today is the best ever! 
If you want to know the kind of a 
job we can do for you, too.. .just ask 
our Rep — The Boiling Company. 

James M. LeGate, General Managi 

5,000 WATTS • 610 KC • NBC 


Join Blur & Co. 

about the 

II iVE\s & Martin 



yy TV It-™ 

First Stations in Virginia 

were from rural areas, industrial areas, 
and vacation areas. However, all were 
using radio. All, in their own way, 
were successful: 

1. Burdine's, Miami. Program: 
Sunday Symphony, noon to 2:00 p.m. 
on WVCG, Coral Gables. Audience: 
General family. 

This large, well-known store in one 
of the nation's premier playgrounds 
wanted a show that would (a) boost 
the interest in "good" music and (b) 
hoost the sales of the store's record 
departments in Burdine stores in Mi- 
ami, Miami Beach, Fort Lauderdale, 
and West Palm Beach. 

Airing two hours of classical and 
semi-classical music each weekend 
proved a good answer. Low-pressure 
commercials and an oft-repeated 
"You'll enjoy shopping for records at 
Burdine's" began to sell records soon 
after the show went on the air early 
last summer, during the traditional 
"off" season. 

Said Robert Rothrum, advertising 
director: "Within 30 days ... the sales 
trend in our record department was de- 
cidedly up. Within 90 days, we were 
able to trace directly more than 25% 
of our total sales of long-playing rec- 
ords, classical and semi-classical, to 
this program." 

A similar show, Matinee Master- 
pieces, aired by radio pioneer Joske's. 
in San Antonio, has brought a similar 
Success. There, Joske's found that a 
recorded-music show "boosted record 
sales $4,000 over the period of Septem- 
ber-October-November, 1951 compared 
to the same period in 1950 — and this 
was virtually the only promotion done 
by this department." 

Burdine's, it's interesting to note, 
won a first prize among large stores 
in the NRDGA contest for programs 
beamed to a general family audience. 
Joske's, with a somewhat-the-same 
show, took second place. 

2. Sibley, Lindsay & Curr, Roches- 
ter, N. Y. Program : Tower Clock Time, 
9:45 to 10:00 a.m., Monday through 
Friday, on WHAM. Audience: Women. 

This store, and its famous Tower 
Clock Time series, probably the oldest 
retail program in the U. S. (it has been 
on since 1932), recently celebrated its 
5,000th broadcast in the series. Like 
Schuneman's, Sibley's uses its show to 
go after a large rural audience, which 
it says is the "dominant listening 
group." Through the show, store spe- 
cials, fashions, consultation services, 
charge accounts, mail-order items are 



promoted heavily. In turn, the show is 
itself promoted heavilj within the 
-tor.-, and outside in a long lisl of pro- 
motional media. 

Vimed .it women, the program serves 
ip gossip) news, interviews, Fashion 
dints, and dramatic skit- designed to 
push various types ol store items 
housewares, clothing) in a semi-hu- 
morous wa) . 

Reported I ouise W ilson, the big 
store's radio-TV director: "On the 
>road< asl ol Novembei 1 3th in which 
.i dramatic -kit featuring a verj ac- 
complished impersonator, who acted 
'lie roles of several moA ie stars to pro- 
mote Gloria Swanson's fashion pre- 
miere locally — o\.m 500 dresses at 
-17.""> were sold on the <la\ of the 
program, at a cost to sell of less than 
I \4 a dress!" 

I his is t\ pica! of man) such results 
for Sibley's with Towei Clock Time. 
.\ inner of an NRDGA firsl prize among 
large-store shows beamed at a daytime 
radio woman's audience. 

Akin to this show, in main ways, is 
the h inner of the firsl prize Eoi small- 
store women's shows, a show called 
The Time, the Place, the Tune spon- 
sored b) Wyman's in South Bend. Ind. 
\in\l dail) for the past five years over 
\-i;i. from 10:30-10:45 a.m. daily, 
does practicallv the same thing for Wy- 
nan's, in a scaled-down wa) . 

Said Wyman's Merchandise Mana- 
ger. Charles .1. Mansford: "This pro- 
gram has proved, year after year, a 
primar) selling medium at a cost con- 
sistentl) lower than other media. Due 
to its flexibility, we are able to test new 
terns nol bought in quantity and late 
arrivals of wanted merchandise. The 
fact that it is possil.de for us to change 
iiir commercials at almost an hour's 
notice enables us to meet competition. 
This advantage is not to be underesti- 
mated, because it results in our main- 
■ lining h ith the bu) ing public a repu- 
tation of 'if it's good. Wyman's has 

?. Wolf & Dessiuter. I mi 11 mm. 
Ind. Program: Spot saturation cam- 
paign on stations W LNE, \\ GL, 

Perfed proof thai radio's extra- 
heav) punch delivered through a spol 
announcement saturation campaign can 
mgment year-'round selling, pu-h ~pe- 
ial sales, can be found in the recent 
ampaign of this large Midwestern 

I i ".n 2~ October through 3 Novem- 
•r last year, Wolf & Dessauer practi- 

• COMPARE ... the Coverage with 
the Cost and You'll discover 
Why this Greater "Dollar Distance" 
Buy is Ringing More Cash 
Registers than ever 
for Advertisers! 

Covers a tremendous 
Population Area 
in 5 States at the 
Lowest rate of any 
Major Station in 
this Region! 

"It's The DETROIT Area's Greater Buy!" 

Guardian Bldg. • Detroit 26 
Adam I. Young, Jr., [nc, Natl Rep. • J. E. Campeau, President 

11 FEBRUARY 1952 


Foley & Gorden, Inc. 

Mr. Foley's 

Photographer to the Business Executive 
565 Fifth Ave., New York 17— PL 31882 

call) bought out local radio announce- 
ment availabilities to publicize the 
store's fur storage and special Novem- 
ber Purchase and Anniversary sales. 
Announcements were aired as early as 
7:15 a.m.. as late as 11:00 p.m., on the 
four stations, amounting to a total of 
about 165 in a week. Results: excellent. 
Chester M. Leopold, W&D's Sales 
Promotion Director, told the NRDGA: 
"All these campaigns have heen most 
successful. Both the November Pur- 
chase Sale and Anniversary Sale set all- 
time selling records, and the fur-stor- 
age campaign produced more business 
than we have had in years. We are 
convinced that the tremendous impact 
of spot saturation campaigns makes ra- 
dio an important medium for Wolf & 

Other spot announcement campaigns 
entered in the recent NRDGA contest, 
such as those of Brown Thomson, Inc., 
in Hartford, and Ivy's in Greenville. 
S. C, showed that small stores, like the 
large ones, could use the saturation 
technique effectively and well, to pro- 
mote special sales and special depart- 
ments. Still other prizewinners, like 
Sears in Miami with its Roebuck, the 
Talking Reindeer series on WVCG, and 
Cedar Rapids' Killian Company with a 
co-sponsored (with Skellv Oil) series 
of Iowa State Football Broadcasts 
showed that radio could straddle the 
fence neatly between short-term and 
long-term selling, with the use of spe- 
cial seasonal air shows. 

If the winners of the 1951 NRDGA- 
BAB contest can be viewed as a repre- 
sentative sample of department stores 
using radio, selling on the air can be 
one of the strongest advertisii 
ons a store can have. 

For a department store, radio can 
reach family audiences, female or male 
audiences, teen-age and child audi- 
ences, and the important rural and 
farm audiences. The proof is there, in 
the above examples, and in sponsor's 
"Capsule Case Histories." 

Non-radio-users among the nation's 
department stores would do well to 
listen to such comments as those of 
Sam Greenberg. one of the top execu- 
tives of Philips Department Store, 
Omaha. Said Greenberg, whose store 
sponsors one of the NRDGA prizewin- , 
ners, Good Morning From Philips: 

"In the 11 \cars we have used ra- i 
dio, our yearly store volume has in- ) 
creased from $300,000 to $2,500,000. | 
Radio has been the big factor." 

Today, the department store retailer | 

; weap- 






S 4 Reasons Why 

Mj The foremost national and local ad- 

~* vertisers use WEVD year after 

^E year to reach the vast 

j^g Jewish Market 

^* of Metropolitan New York 
Top adult progra 

2. Strong audie 


rent listener loyalty 
t. Potential buying power 
Send for a copy of 


! llir.,-1 


who aays with stillish pride "Oh, we 
never use radio" ma\ find that it's 
merel) tagged him as being out-of- 
date. • • • 

J 95 7 NRDGA Contest Winners 
Here are the first-place and special 
award winners in the 1951 NRDGA- 
BAB contest for outstanding use of 
radio by department stores. Contest is 
the sixth in an annual series, fudging 
was done in categories listed, in some 
cases splitting the categories according 
to store size and volume. 

Schuneman's. Inc.. St. Paul, Minn. 
Program: Red Rooster Hour, WDGY 
Schuneman's. Inc.. St. Paul. Minn. 
Program: Red Rooster Hour. WDGY 
Bigelow's. Jamestown. N. Y. 

Programs: Breakfast nith Bigeloi. S. WJTN; Morn- 
ing Extra, WJTN; Ted M alone, WJTN 

1st prize: Burdine's, Miami, Sunday Symphony, 

2nd: Joske's of Texas, San Antonio, Matinee Mas- 

ter pieces, KTSA 

1st prize: Bigelow's, Jamestown, N. Y., Breakfast 

with Bigelow's, WJTN 
2nd: Philips, Omaha, Neb., Good Morning from 

Philips. KOIL 
3rd: Pomeroy's. Pottsville, Pa., Pomeroy Family 
Hour, WPAM 



1st prize: Sibley, Lindsay 8C Curr, Rochester, N. 

Y., Tower Clock Time, WHAM 

2nd: Burdine's, Miami, Fashions in Music, WVCG 



1st: Wyman's South Bend, Ind., The Time, the 

Place, the Tune, WSBT 
2nd: Linn & Scruggs. Decatur, III.. Something 

c Abo 

, WDZ 



1st: Milwaukee Boston Store, Milwaukee, High 

School Disk Jockey Review, WEMP 
2nd: Burdine's. Miami. Teen-age Fashions in Mu- 
sic, WVCG 
1st: Condon's Dept. Stores, Charleston, S. C, 
Teen Time, WCSC 
Grand award: Sage-Allen, Hartford, Conn., Kiddie 
Comer, WCCC 



Grand award: Joske's. San Antonio, Texas, Farm 

cV Ranch Journal, KTSA 



1st: Wolf a: Dessauer, Fort Wayne, Ind., Stations 




1st: Ivy's. Greenville, S. C, Stations WFBC and 

Brown Thomson, Inc., Hartford, Conn., Station 
Honorable mentions: Killian Co., Cedar Rapids, 
Iowa, Iowa Football. KCRG; Sears-Roebuck 
8C Co., Miami. Roebuck Talking Reindeer, 

10,000 watts — day 

5, OCX) walls — nig hi 

J 10 kilocycles 

proof of performance 

"KTBS proved that radio 
—at least KTBS radio- 
can sell within a 150 
mile radius of the Shreve- 
port market in a big way. 
In '51, we led Packard's 
Dallas zone, topping Dal- 
las, San Antonio, Hous- 
ton, and Fort Worth. 
65% of our ad budget 
goes to KTBS because 
we're selling Packards 
from this advertising." 


Packard-Shreveport Co., Inc. 



National Representative: Edward Petry & Co., Inc. 

Sayite * 

• [ Sunb 

sells 'em all! 

From Tintair to Turkeys — "Pete 
Smythe's General Store" sells 'em 
all over Denver's Music-Personal- 
ity station KTLN ... in the nation's 
largest market without television! 

for availabilities wire, phone or 
Radio Representatives, Inc., New 
Chicago, Los Angeles, San Francis 
John Buchanan, KTLN, Denver. 

11 FEBRUARY 1952 

1000 WATTS 


Pitting a Medium 
to a Market 

WSYR*- 1 


Covers ALL 

off the Rich 

Central NX Marki 


Write, Wire, Phone 

Ask Headley-Reed 

Miss Annette Kennelly 

Olian Advertising Agency 

Chicago, Illinois 

Dear Annette: 

Here air a few facts ter show yuh 

uhiit a (lurried good market Charles- 
ton, West Vir- 
ginnyis. Y'fcnow, 
Annette, thet's 
th' hometown uv 
good ole WCHS. 
Well, fer one 
thin,' th' postal 
rereets doubled 
from 1940 ter 
1950. Buildin 
permits las' year 
win three times 
whut they wuz 
ten year ago. An' 
most important 
uv all fer a gal 
like you, retail 
sales here is also 
300 per cent uv 
whut they wuz 
afore Pearl Har- 
bor ! All this 
means thet 
Charleston is a 
mighty good 
place fer ter ad- 
vertize. An" mem- 
cite. WCHS gives yuh more 

in these big earners and big spenders 

fer lisseners then all th' other four 

simians in town jmt tergether! 


Charleston, W. Va. 


{Continued from \rnge 3D 

J piece of business. 

"4. He tries to do his best in fol- 

| lowing through on promotion and mer- 

I chandising by his stations when it's 
been promised. 

"5. He tips off the buyer on new 

I availabilities for an account which is 
already on the station so that the ac- 

' count can improve its spot. Instead of 
concentrating too much on getting new- 
accounts in the agency, he gives con- 
tinuing thought to campaigns already 
on and tries to hue to the line that a 
satisfied customer is better than 10 

"6. He recognizes that the buyer 
likes to see station sales managers for 
that intimate touch but that he should 
use discretion in time and place. 

"In contrast to the model salesman, 
the man I don't like is the one who 
makes a pest of himself by hounding 
you to find out why he didn't make a 
sale and then insists on reasons for 
the choice. Some sour-grapes sales- 
men will berate you for your judgment 
instead of being a good loser." 

Knotcs my clients 

"I appreciate the buyer who under- 
stands the requirements of my clients. 
Some of them have no idea of what 
it's all about. One man who calls on 
me makes a practice of learning all he 
can about each client — distribution, the 
people he's trying to sell, his problems. 
Because this salesman is interested, I 
try to help him learn. Then when he 
looks through his list of availabilities 
he's more likely to spot things which 
are just right for us. 

"One of my accounts, for example. 
is trying to introduce a revolutionary 
new product for women in several mar- 
kets. The original plan was to do it 
with station breaks on a saturation ba- 
sis. But this salesman studied the 
problem and pointed out that we might 
do better if we bought participations 
as well in some of the long-established 
disk jockey and homemaker programs. 
He came up with the facts indicating 
how loyal the audiences were for some 
of these shows and made out a good 
case for the theory that a new product 
needs to tie in with the endorsement 
it can get from local personalities. As 
a result, we're trying it his way. Other 
salesmen who didn't bother looking in- 
to the client's problem and objective 



would just submit availabilities as re- 

"Some salesmen make fools of them- 
selves when they come in to pitch 
something at you which makes no sense 
at all for your client. They 'I bring you 
a show that has a terrific rating — all 
bobby soxers — to sell some product for 
adults over 35!" 

He puts the facts on paper 

"When I ask for facts, I want them 
neatly and clearly written down. I dis- 
like the man who sends over a marked 
up station program schedule or wants 
to dictate his information to my secre- 
tary over the phone. My favorite sales- 
man assembles what he's got to say so 
that it's easy to understand. Sometimes 
his presentation isn't even typewritten 
but is pencilled out to save time. I 
don't care about that as long as it's 
clear. On the other hand, some go too 
far with presentations and load you 
down with more charts and lists than 
you need. That's just a waste of time 
for everybody." 

He's no dawdler 

"I like the rep salesman who gives 
you the information you want fast. 
Some men come right back at you con- 
sistently. Others invariably take time. 
It could be argued that their speed de- 
pends upon the company they work for 
and the stations they represent. But I 
don't think so. Most of it is the way 
the salesman applies himself in order 
to handle all requests systematically. 
The man I respect is no dawdler. You 
have to get fast service in this business 
because that's what spot is often for 
— flexible selling when you've got an 
urgent sales problem." 

Understands the agencies 

"A lot of your younger rep sales- 
men don't even know how an agency 
works. They have no idea that you have 
to sell the account executive and the 
client on your decisions. They come in 
here and whoop it up with that en- 
thusiasm and after they've left you 
realize they haven't given you enough 
facts to justify the buy they've been 
crowin gabout. You can't take the 
salesman's adjectives up to the account 
executive and sell him. You need real 
ammunition. My favorites among the 
old hands understand what you're up 
again and work with you. If the client 
feels he needs a complete statistical 
breakdown on each station and market, 
it's prepared for you. If it's success 

11 FEBRUARY 1952 


No. 1 STATE 


North Carolina 

Rates More Firsts In 

Sales Management Survey 

Than Any Other Southern State. 

More North Carolinians Listen 

to WPTF Than to Any 

Other Station 

Hoi J) ■ 

NRfi WPTF 50 ȣ 

ll UU • ALSO WPTF-FM • 680 I 

AFFILIATE for RALEIGH, DURHAM and Eastern North Car 


In Canada 

more people listen *to 


regularly than to 
any other station 

*^The 1950 BBM figures show 
1 CFRB's coverage as 619,050 
daytime and 653,860 night time — more 
than one-fifth of the homes in Canada, 
concentrated in the market which ac- 
counts for 40% of Canada's retail sales. 



United States: Adam J. Young, Jr. Incorporated 

Canada: All-Canada Radio Facilities Limited 


F your radio campaign includes 
the first 100 markets according to 
Population — then over 234,000 
Quad-Citians are among your targets. 

WHBF enjoys the respect and good 
will of the Quad-City area — a pro- 
gressive community which it has 
supported and served for over 25 

stories about his type of product he 
wants, the salesman tries to get them." 
Adapts to your needs 

"I'm a mail-order buyer and our ap- 
proach is quite different from ordinary 
timebuying. We're after time with a 
past history of successful use in pro- 
ducing sales by mail. The more good 
time we get, the more we buy. The 
opportunities are unlimited once a 
product gets rolling because the more 
time we buy, the more sales we can 
make. But many salesmen call on us 
with a step-child attitude. They don't 
know anything about mail order and 
they don't want to learn. They keep 
walking in here, but rarely have any- 
thing to sell. But there are several out- 
standing rep salesmen who call on us. 
They keep searching their availabilities 
for time we can use. They've helped 
lots of stations to blossom out with 
billings they would never have had 

"Of course, the reason for the re- 
luctance of many salesmen to work 
with us is that mail-order is harder to 
handle. If we contract for four weeks 
of time and the item flops after one 
week, we must rush in and substitute 
another product. That means last-min- 
ute hassles over new copy or disks. 
Too, many mail order items are shoddy 
(though our agency and many others 
won't handle 'shlack' deals). That can 
give stations a black eye with listeners. 
But the intelligent salesman calling on 
mail order agencies realize that all mail 
order isn't bad. He can make plenty of 
billings for his stations if he adopts 
a prejudice-free attitude. 

He doesn't get the blues 

"I'm thinking of a young salesman 
who isn't easily discouraged the way 
some of the beginners are. Our agency 
doesn't have much spot billing at pres- 
ent and the salesmen who come in here 
are often disappointed. But every once 
in a while we place a big schedule, and 
there are good prospects on the hori- 
zon. The youngster I admire doesn't 
adapt a mournful attitude and keeps 
plugging here. Every once in a while 
we give him a good order after weeks 
when nothing's been doing. The trou- 
ble with most of the other beginners 
they send to us is that they soon lose 

ith. An experienced salesman has 
perspective and knows his persistence 
will pay off. He has an interest in his 
work so that he remains cheerful even 
when the cash register doesn't jingle 
frequently." • * • 


[Continued from ]>age 10) 

to give you a picture, personally, of 
how they serve, have built and intend 
to meet their own local problems to 
give better service to the farmers and 

Suppose you know that KWTO was 
one of the National Farm Safet) win- 
ners this year and was cited especially 
for outstanding and exceptionally 
"fruitful" farm safety program. Along 
with this same thought, our Farm 
Safety Director has just won second 
place this week for the best job being 
done for a cooperative. 

It is surprising the calls that Farm 
Service Directors are getting for pub- 
lic speaking engagements. Our own 
Farm Service Director, Loyd Evans, is 
unable to fill all the requests he re- 

Leslie L. Kennon 
.455/. Mgr., KWTO 
Springfield, Mo. 

I read with great interest your arti- 
cle on the use and non-use of farm ra- 
dio by our big advertisers. There is 
certainly a great fund of advertising 
money which is not now being proper- 
ly divided among the media. 

Here at WTIC we have promoted our 
morning farm programs with some suc- 
cess and we think that it will continue 
to be one of our most lucrative periods 
of the day. 

One of our promotions was the es- 
tablishment of a $25,000 revolving 
fund for the purchase of purebred cat- 
tle for our young 4-H Clubbers. We 
feel that this has been one of the most 
successful projects we have ever done. 
Paul Morency 
Vice President 
WTIC, Hartford, Conn. 

We read your article "Why don't ad- 











vertisers use more farm radio?" in the 
1 1 January issue with a great deal of 

\\ e are quite proud of our serviee to 
the farm ana of Butler County and the 
excellent job of radio service to that 
area performed by our Farm Director, 
John Turrel. We were also proud to 
be listed with the 127 stations with 
programing for farmers. However, we 
aic also proud of our call letters, 
\\ Bl T. and a little chagrined to find 
you listing us as \\ BIT. We can only 
hope that any national or regional ad- 
vertiser seeking the ear of the rural 
communit} or farming community of 
Butler County addresses inquiries to 

Congratulations on a very fine and 
time!) article. 

Philip B. Hirsch 

Manager, WBUT, Butler, Pa. 

Undoubtedly you realize that not 
only the article but the extra manner 
in which it was presented gives our as- 
sociation the greatest kick-off we might 
have in our project for the next year. 
Words won't express my thinking of 
the manner in which it launches the at- 
tack. I am calling it to the attention of 
everyone possible. 

Incidentally, what happened to the 
reprint idea? It may be too late now 
but you were going to indicate what 
reprints would cost in case I could af- 
ford to buy a few for our campaign. 

In case the print idea is out, how 
about seeing if circulation can spare 
me 25 or 30 copies with, of course, the 
necessary bill attached. 

Again thanks for getting us off to 
such a fine start for selling the Na- 
tional Association of Radio Farm Di- 

Sam B. Schneider 
President, NARFD 
KVOO, Tulsa, Okla. 

in the 

in the Intermountain West 
ABC-MBS Twin Falls, Idaho 

Congratulations on your fine article 
on farm radio in your recent issue of 

The farm radio story should do 
much to awaken both broadcasters and 
advertisers as to the advantages of us- 
ing farm radio. 

Please send us 50 reprints as soon as 
the) are available. Please inform us 
what charge there will be on this. 
Ken Quaife 
Prom. Mgr. 
WOW, Omaha 

• Reprints of SPONSOR'S I I January article 
"Why don"! advertisers use more farm radio?" 
are available in single copies or quantity. Kates 


Just read the "one shot" article in 
the 14 January issue and wish to say 
"thank you"' for the fine job you did 
on our client, Motorola. 

Bernard Zwirn 
Director of Publicity 
Ruthrauff & Ryan, N. Y. 


I have a "beef." Nothing serious — 
but to me anyway it would help a lot 
if all your pages were numbered. I 
have noticed that the pages towards 
the back of the book are numbered, but 
those at the front, particularly where 
the main articles start, are quite often 

When referring articles to the at- 
tention of others it is a great conveni- 
ence to be able to use the correct page 
number without checking back to find 

sponsor is well read in this office 
and many articles are clipped for later 
attention. Having each page numbered 
makes it that much easier for all con- 

C. C. J. Follett 

Assoc, of Canadian Advertisers 

Toronto, Canada 

• Thanks for the suggestion. Reader Follett. 


Enclosed is our check for $8.00 to 
cover the purchase of four (4) addi- 
tional TV Dictionary/Handbooks for 
use by our agency executives. 

Mabel A. Delp 

Zimmer, Keller & Calvert, Inc. 


• SPONSOR'S TV Dictionary/Handbook for 
sponsors, containing over 1,000 terms and use- 
ful Addenda information, is available free on 
request by subscrihers. Extra copies, $2.00. 

its A.M. 







Ask your John Blair man for 
the whole WWDC story 

11 FEBRUARY 1952 



Should station breaks go begging? 

Hardest hit of all radio buys with the 
1951 avalanche emergence of TV was 
the nighttime station break. Stations 
in both TV and non-TV areas com- 
plained (and still do ) that the between- 
program availabilities that used to have 
advertisers standing in line weren't 
getting even a nibble. 

sponsor took note of this situation 
in its 3 December 1951 issue. Schwerin 
studies were cited revealing that the 
impact of the 10 and 20 second station 
break, when properly done, compares 
favorably with many a one-minute an- 

Since then we have noted a marked 
pickup in station-break interest. Some 
of the big advertising agencies, for ex- 
ample, are working hard to convince 
clients that station breaks are a top 
buy. Several station representatives, 
notably CBS Radio Sales and Free & 
Peters, have gone all out to show the 

value of these short shorts. And late 
in December Westinghouse Radio Sta- 
tions unveiled a plan which permits an 
advertiser to earn a 20% discount by 
buying schedules of breaks on its sta- 
tions in Boston, Philadelphia, Pitts- 
burgh, Fort Wayne, and Portland. 

There is little doubt in our mind 
that the station break will come back. 
It will come back as radio comes back 
— and radio is showing increased vital- 
ity every day. It is up to radio to price 
its nighttime breaks realistically. There 
are many examples of price-heavy 20- 
second announcements that must be 
rate adjusted before advertisers be- 
come inerested again. 

We doubt that the SRO sign will be 
put up for the station break in 1952. 
But it's apparent that the bottom of 
the break depression has been reached. 
Not long ago a station manager in a 
non-TV area said that his nighttime 
breaks, previously sold out, were avail- 
able 100%. We'll be surprised, with 
the big push on by agencies, reps, and 
stations, if that's true at the end of '52. 
And many an advertiser should profit 

Fee TV 

With the push that is being put be- 
hind research and development of sub- 
scription TV many thoughtful advertis- 
ers and broadcasters are keenly inter- 
ested in learning how it will affect com- 
mercial TV. 

Subscription TV (a term that some 
proponents of Fee TV dislike) includes 
a variety of systems now in the experi- 
mental stage permitting viewers to re- 
ceive specified programs on payment 

of a fee. Three formulas now being 
readied for FCC approval are Phone- 
vision, a telephone-linked technicpue 
tested in Chicago during 1951 and vig- 
orously pushed by its originator, Com- 
mander E. F. MacDonald of Zenith; 
Telemeter, a coin-box technique owned 
50% by Paramount Pictures and being 
improved by top-notch electronic sci- 
entists; Skiatron. currently tested over 

Paramount Pictures is willing to in- 
vest heavily in Telemeter which, it 
probably feels, may some day gross 
better box offices than all movie thea- 
ters combined. But Paramount sees its 
fee TV as far more than pictures only. 
It envisions sports events, political 
events, musical concerts, training 
courses, operas — virtually anything for 
which a suitable box-office can be an- 

Aside from the TV facilities that 
must be made available for such non- 
sponsored televising, fee TV may build 
up as a strong competitive force to 
sponsored-TV for rights to important 
events. Theatre TV has already proved 
how serious this factor may become 
with its purchase of rights to big box- 
ing cards. 

Proponents of fee TV point out, 
however, that such competition is 
healthy and in the American tradition. 
Whether the competition becomes too 
^strong to be healthy remains to be seen. 

Fee TV will not be a reality until 
many more TV stations are on the air. 
But as it looks from here we will see 
such systems in operation, possibly in 
1953, and broadcasters and sponsor 
will do well to adjust themselves to a 
new competitive force. 


Radio trims its sails 

Advertisers found a refreshing note 
in the speeches of Harry Bannister, of 
WWJ, Detroit, and Dave Baylor, of 
WJMO, Cleveland, before two trade 
audiences in New York a few weeks 
ago. What (lid the impressing was not 
so much the soul searching on the part 
of the two broadcasters as their forth- 
right, dynamic approach to solving 
some of radio's problems. Both 
couched their stuff in -alls. realists 

terms, blueprinted ways for radio to 
get back on the offensive track and 
strongly preached the idea of stations 
in each community cooperating on lis- 
tener and sales promotion. 

Bannister, who talked before the Ra- 
dio Executives Club, mentioned a lot 
of concepts he applied to WWJ on the 
"comeback trail," but the nostrum that 
especially caught the fancy of adver- 
tisers and agencies was the one that 
had to do with programing. WWJ 
went back to old fundamentals, and 

again started developing local person- 
alities and to block-book them. In oth- 
er words, rebuilding the station's per- 
sonality with the town's own personal- 

The point of Baylor's talk before the 
BMI Clinic that particularly made hard 
sense for the sponsors was that the sta- 
tions stop trying to cut one another's 
throats locally and instead concentrate 
on replenishing their sales ammunition 
and attracting new accounts. Baylor 
was harsh on stations — and with reason. 




k A 


'^ »-*» #** 

<**»'- J £" 

Team and /£'s 


The KMBC-KFRM Team is still 
making broadcast history in the 
Heart of America. According to 
the 1951 survey of 2,672 inter- 
views with rural and urban 
listeners from 141 counties in 
the area served by The Team, 
made at the State Fairs in 
Missouri and Kansas, and the 
American Royal in Kansas City, 
KMBC-KFRM personalities and 
farm program services remain at 
the top— and by a wide margin. 

Year after year, survey after sur- 
vey turns up the same story— 
KMBC-KFRM superiority in all 

categories. The best in radio 
programming combined with the 
finest of facilities, has built for 
The Team a more-than-average 
share of the radio audience in 
the Heart of America. It is this 
loyal audience that insures Team 
advertisers day in, day out, com- 
plete, effective and consistent 
coverage of the great Kansas 
City primary trade area. Now, 
With KFRM An Affiliate of the 
CBS Radio Network, Audi- 
ences Will Be Greater Than 
Ever Before -As Will Sales of 
Team Advertisers' Products! 











PULSE— November- December 1951 

a greater audience than all other 
Worcester stations combined . . . 


HOOPER— November 1951 


See l^tufnt&i fr>% *Detatl4, 

WORCESTER-Home of "Lake Quinsigamond"-Scene of 1952 Olympic Crew Trials-July 3, 4, 5, 1952 

Sponsors urge: Stop tagging 
transcribed shows— p. 38 



NEW Y03K 20 N Y 


Story page 30 

& Motives 

Mr. Sponsor: 
H, H, Reich- 
, hold 


and Fii 



U. S, Tobac 

co: Tops in 
AM-TV Pitch 

paqe 40 

j Purina's 
Farm Station 

j paq» 42 

TV Results 

What's New 
in Research? 

Agency Pro- 
file: Jack 




paqe 60 


- = 

Woodrow Wilson served mankind 

Thomas Woodrow Wilson, distinguished Virginian and 28th 
president of the United States, was a practical idealist. 

After leading the nation through the grueling years of 
World War 1 he fought tooth and nail to build the League 
of Nations as a worldwide Gibraltar of democracy. 

His age predated commercial broadcasting by a few 

scant years. But we suspect that had radio and television been 

available he would have used them to the full. The 

persuasiveness of voice broadcasting, the remarkable 

ability of radio and TV to be of service, would have meant a 

great deal to Woodrow Wilson. 

Havens & Martin Stations broadcast in the Wilson 
tradition — they broadcast to serve. 


Havens & Martin Stations are the only 
complete broadcasting institution in Richmond. 
Pioneer NBC outlets for Virginia's first market. 
Represented nationally by John Blair & Company 



Philip Morris 
to buy second 
net AM show 

Bab-0 launches 

spot campaign 

in 8 cities 

Robert Hall ups 

spot budget 15%, 

reaffirms faith 

in radio 

AM coverage 

holding up, 

study to show 

FCC to favor 


TV applicants 

Local bakers 

told not to 

buy time next 

to industry show 

Philip Morris will soon a dd another half-hour network radio show to 
its present "Philip Morris Playhouse" (CBS). Interest in expanding 
its nighttime network radio programing grows out of P.M.'s recent re - 
examination of its entire broadcast coverage structure. Firm discov- 
ered that, in terms of homes, total audience reached by its 2 TV shows 
("I Love Lucy" and "Racket Squad") was way out of balance wi th t ota l 
a udience ava i lable in both TV and non-TV areas. Present indications 
are that second radio show will also be spotted on CBS. 

Bab-0 last week launched spot radio campaign in 8 markets to supple- 
ment present coverage including 5-minute MBS news, "Kate Smith Eve- 
ning Hour" (half hour every other week, NBC-TV). Campaign will sprea d 
to othe r cities, has e st imated $200,000 appropriation . Present cities 
are Cincinnati, Des Moines, Kansas City, Shreveport, Nashville, Atlan- 
ta, Raleigh, Charlotte. Minimum is 15 announcements per city . 

Robert Hall adds 50 stations to 150-station spot radio schedule, start- 
ing 1 March, to coincide with opening of 18 new stores in 9 markets. 
Budget goes up 15% from $1, 000, 000-plus . Largest air advertiser among 
retail stores, Robert Hall uses saturation approach in Class B time, 
mainly radio. "The new buy r eaffirms our continuing faith in r a dio ," 
Jerry Bess, Robert Hall v. p. in charge of radio and TV, told SPONSOR. 
"I have traveled the country to markets considered saturated with TV 
and found that radio is still potent on a cost and ma s s-sales b a sis ." 
Spring expansion will put firm in 4 new markets — Detroit, McKees- 
port, Pa., Youngstown, Joliet, 111. 

When results of new BMB-type coverage study now underway are released 
next November, radio coverage wil l not be down as far a s many in in - 
dustry fear . That's indication based on preliminary checkups in 23 
widely scattered areas. New coverage measurement is called Standard 
R eport , may be last national study for 5 years. Directing Standard 
Report is Ken Baker, former NARTB research director and president of 
now defunct BMB (see article page 27). 

Reports from top network echelons indicate they are coming to conclu- 
sion FCC is bent on dispensing TV allocations to those n ot alrea dy in 
b usiness of broad cast ing . As garnered by nets from recent hearings, 
philosophy of FCC is that it would be to best interests of new medium 
to expand competi tion in broadcasting as whole. 

Unique among institutional air efforts is Bakers of America sponsor- 
ship of "Hollywood Star Playhouse" (NBC-Radio). Organization is so 
anxious to keep campaign on industry basis it has asked local bakers 
to refra i n from buying announcements next to show and has requested 
stations no t to sell them . Usual pattern when trade organization buys 
national program is local effort to capitalize simultaneously via an- 
nouncements in station break time or other close adjacencies. 

: Baltimore. Mel 

REPORT TO SPONSORS for 25 February 1952 

Which accounts 

are long-range 

naturals for AM? 

Fetzer heads 

TV Code 


My-T-Fine, Cen. 
Foods buying 



growing AM trend 

NBC Spot Sales 

steps up AM-TV 


Agencies clear 

TV time by 

going on road 

CBS-Radio has embarked on long range study to determine which accounts 
have natural affinity for radio and will be firm supporters of medium 
over many years. Network, obviously, is prepared to take any business 
that comes along, but it wants to determine which products will find 
it preferable to pass up premium expenditures demanded by TV and con- 
centrate on radio where cost per-1,000 is much cheaper: Case in point 
would be aspirin brand which is much less concerned with demonstrating 
action than with constant brand-name reminder . 


When Television Review Board administering NARTB TV Code goes into ac- 
tion 1 March it will be headed by John Fetzer, WKZO, Kalamazoo, who 
directed office of Radio Censorship during World War II. Completing 
committee are J. Leonard Reinsch, Cox Stations; Mrs. Dorothy Bullitt, 
KING-TV, Seattle; Walter Damm, WTMJ-TV, Milwaukee; E. K. Jett, WMAR- 
TV, Baltimore. Consensus is that there's lots of backbone in this 
quintet, that all will insist on proper fulfillment of TV Code by mem- 
ber stations. Financed with $40,000 for first year, Code will operate 
at start from NARTB headquarters in Washington. 


Two longtime radio sponsors are busy buying women's participation 
s hows . My-T-Fine is readying 13-week schedule of radio and TV partic- 
ipations in 40 market s. Birdseye Division of General Foods is seeking 
participations in women's shows, radio-only, in 50 markets . 


Across U. S. AM stations are increasingly interested in all-night o per - 
ation . At recent management meeting in Washington, round-the-clock 
operation was decided on for most Westinghouse stations . Already, 
KDKA has launched all-night service; WBZ, KYW, W0W0, KEX are all ex- 
pected to follow suit. WNBC, New York, meanwhile has launched mid- 
n ight to 6 : 00 a.m. symphonic music broadcast, by presstime had 4, 122 
l etters of thanks from listeners. 


Recent expansion of NBC's spot sales department reflects determination 
to further separation of radio and TV op e ra t ions . Move creates sepa- 
rate sales manager posts for national sale of radio and TV. Also 
planned are separate radio and TV sales heads in NBC's Hollywood and 
San Francisco spot sales offices where one man now handles both jobs. 


Agencies experienced in clearing time for network TV shows advise 
"pressure will get you nowhere," suggest salesmanlike approach (see 
article page 30). Many agencies are sending "traveling salesmen" on 
road to visit stations, show them advantages of shifting schedule to 
make room for their clients' shows. From inception of program, some 
station lineups have been increased by from 9 to as many as 55 added 
stations . Few sharpshooters, desperate to clear time, have gone to 
extreme lengths, including one who offered station manager Cadillac 
for opening up slot, but most ha ve played it straigh t. 

(Please turn to page 62) 


G- Rustsll Ta„b covered 
the National U" on 

Sn0W tu:saWn^« 0ld , baS 

l««« R ^o«*^ d ' 
dienc e rating «P . 

the deeded ta« ^ ^ 

enCe ' I I a t *"* iP : haS 




In Snowshoeing 


In Rochester Radio 

ptC0R9 r0R , 

IN ROCHESTER 432 weekly quarter hour periods are 
Pulse surveyed and rated. Here's the latest score, — 






D E F 

FIRSTS 246... 150 21. 

TIES 12.. . 15 3. 

WHEC carries ALL of the "top ten" daytime shows! 
WHEC carries SIX of the "top ten" evening shows 






5,000 WATTS 

25 FEBRUARY 1952 



The I?J52 mill: Facts and figures 

New BMB-type study, due next fall, will supply advertisers, agencies, and 
stations with up-to-date coverage figures 

The agency traveling salesman clears TV time 

By sending out personal reps, ad agencies have not only improved station 
lineups for clients, but have strengthened agency-station relations 

Highballing with radio 

Railroads on the air have been a relative rarity, but the N. Y. Central finds 
early-morning spot radio a real revenue builder 

What every young timebuyer shotild know 

Sponsors urge: Stop tagging transcribed shows 

Is the FCC's law about "labelling" transcriptions and film programs ar- 
chaic? Many of the leading admen SPONSOR interviewed thinV so 

U. S. Tobacco glamorizes the dealer 

When an advertiser has a TV program which acts as a full length comm 
cial an-< is still a hit with the audience, he's lucky— like U. S. Tobac 

Hon Purina profited by farm station contest 

Nearly 60 stations participated in Ralston's "Purina Farm Radio Promotion 
Contest"; good will, sales zoomed to new high 




Special section: Films tailor-made for TV 

A comprehen'ive study of production, availability, syndication of TV film 
Includes up-to-the-minute listing of sources and outlets 

Griffin spot campaign shifts with seasons 

Tracing the spot buying pattern of a top seller in a highly seasonal item, 
white shoe polish. Griffin's experience can aid others 

Advertising managers I like best 

What qualities are characteristic of a good ad manager? SPONSOR 





P. S. 








COVER: To clear TV slots for network clients, 
agencies send executives a-calling. They show 
kinescope of program to station managers, 
sell him on its strong points. Shown here (at 
right) during pitch is Clair McCollough, well- 
known head of WGAL-TV, Lancaster, Pa., and 
WDEL-TV, Wilmington, being "sold" by Les 
Blumenthal. asst. bus. mgr. and dir. of sta- 
tion relations, William H. Weintraub Co. (For 
article on TV station clearance, see page 30.) 

an R. Glenn 

Editor & President: Noi 

Secretary-Treasurer: Elaine Couper Glenn 

Executive Editor: Ben Bodec 

Managing Editor: Miles David 

Senior Editor: Charles Sinclair 

Department Editor: Fred Birnbaum 

Ass't Editors: Lila Lederman, Richard A. 

Contributing Editors: Robert J. Landry, Bob 

Art Director: Si Frankel 

Photographer: Jean Raeburn 

Vice-President- Advertising: Norman Knight 

Advertising Department: Edwin D. Cooper 
(Western Manager), George Weiss (Trav- 
eling Representative, Chicago Office), John 
A. Kovchok (Production Manager), Cynthia 
Soley, John McCormack 

Vice-President - Business Mgr.: Bernard Piatt 

Circulation Department: Evelyn Sari (Sub- 
scription Manager), Emily Cutillo. Joseph- 
ine Villanti 

Readers' Service: Susan P. Davis 

Secretary to Publisher: Augusta Shearman 

Office Manager: Olive Sherban 

Publlihcd biweekly by SPONSOR PUBI 

. Kdltnrlil. Clm 


New York H. 

Slnxle coolej 5«*. 

11. Md. 8ubwrlptlnn»: Inlted Sl«n 
(8 t year, uimda tnd foreign 19. Slnxle cot ' 
Pruned In I'. S. A. Addrm (II corretpondenr 
Mndl-.in W.nue Nimv York 22. N. " 

Anyone for football...? 

ryone is for football. That's why football is definitely for anyone 
1 anything to sell . . . and this is definitely the time to do some- 
g about it. "& So get set now to make your play for faster sales, 
;er audiences with All American Game of the Week . . . 
usive films of 1952 games between standout teams like these: 
iy, Michigan, Notre Dame, Navy, Ohio State, Illinois, California, 
C, Washington, Alabama, Tulane, Kentucky, Texas, S.M.U., 
lor, Indiana, Michigan State, Northwestern, Oklahoma, 
>raska, Stanford, U.C.L.A., Columbia, Yale, and others, 
lusive ? Absolutely. Only Sportsvision can film these games for 
30-minute wrap-ups of the greatest inter-collegiate football 

contests for 1952 . . . every play covered by four cameras to catch all 
of the color, all of the rock-and-sock action with close-up intensity. 
& Here is the package All American Game of the Week 
will deliver to you with hot-off-the-gridiron speed . . . next season's 
eleven top football games plus the Season's Highlights in Review, 
and a Rose Bowl Preview. 13 solid weeks to sell solidly for you 
■fr For full information on All American Game of the Week, 
including a print of a typical All American film by Sportsvision, 
write, wire or call our nearest sales office: Sunset at Van Ness, 
Hollywood 28, HO 9-6369. 25 Vanderbilt Avenue, New York 17, 
MU 6-7543. 612 Michigan Avenue, Chicago 11, MI 2-5231. 

Consolidated Television Sales 

a division of Consolidated Television Productions, Inc. 

Don't buy 

half a market! 

1 ,096,635 San Franciscans spent 
about $1 V 2 Billion last year. BUT 
remember, 1,444,132 Oakland- 
East Bay residents spent even 

SO, when you think of San Fran- 
cisco, don't forget the tremen- 
dous Oakland-East Bay Market. 

* KROW blankets Oakland and 
the East Bay at LOWER cost-per- 
1000 than ANY other station . . . 
AND it covers San Francisco, too! 
CPULSE, Sept. -Oct., 1951 ) 

TAKE YOUR TIP from the more 
than 145 local, regional, and na- 
tional advertisers who regularly 
for the San Francisco AND Oak- 
land-East Bay Area. 

Write or phone Alan Torbef or Jock 
Grant for facts and figures today. . . 

ill litiw 


Robert .1. Landry 

Baby talk in politics 

'I ho enthusiastic \ oung persons- and not so young — some of them 
admen, some of them actors, many of them clearly amateurs — who 
organized, conducted and dominated the recent midnight rally for 
Eisenhower in Madison Square Garden obviously thought they were 
making history. They were; but not in the way they fancied. In- 
stead they were providing a basic lesson, and a basic inventory, of 
what a political rally, with TV tied in, ought not to do and ought 
not to be. 

That it was a dull television show has been vividK attested b) Jack 
Gould of The New York Times. You could tell that it would be dull 
from the Garden itself where the confusion could be viewed in broad 
perspective. Also in the Garden, if one sat outside the kleig lights 
and wasn't blinded by them and partisan zest, one could see some 
thousands of empty seats top side which mocked the frequent boasts 
of young persons shouting into the mikes: "They said we couldn't fill 
the Garden at this hour!" 

* * * 

But a moderate percentage of empty seats at midnight is a mere 
detail. Admittedly there was a real organizational job done in draw- 
ing 15,000, more or less not mattering. The truly serious emptiness 
was in the program. For 90 minutes nothing much happened and 
nothing, almost literally, was said. To quote Gould, "How the 
supporters felt was shown clearly on the screen: why they felt as they 
did. which was what really counted, was not shown." 

Here the lesson begins. A TV spectacle needs a script. Mere 
spectacularity won't suffice. Plainly there had been forethought 
about "visual" angles — per the cowboys from Texas, the Mummers 
from Philadelphia. But a rally in praise of a man must give reasons, 
provoke thought, sell the man. The Bandwagon didn't sell Ike, it 
sold a song about Ike. It was one long song plug, and hawkers went 
up and down the aisles selling sheet music. 

Worst aspect of all, to this observer, was the constant reiteration of 
the juvenile catchphrase "Who Want Ike?" Catchphrases helped 
put over Jack Pearl, Ben Bernie. Joe Penner. Amos 'n' Andy and the 
advertising hand, a heav\ one this time, seemed evident in the "Who 
Want Ike" parrotting. That youngsters in the Garden rose to the ! 
bait is conceded; but when will they be voting? Meanwhile this 
column dares rebuke the low estimate of the American constituency 
implied by this catchphrase-inongei ing. We come out four-square 
and ringingh against an\ and all baby talk in politics. "Who Want 
Ike?" Listening over in Paris. Eisenhower must have had the colic 

I Please turn to page 68) 

There is 

no such thing 

as a 



Proof? It's all in a startling new WNEW report, 

along with evidence of just how big New York radio is — 

of how fabulously big WNEW is today — offer four years of television. 

Copies are available to advertisers and agencies upon request. 


25 FEBRUARY 1952 




It pays to buy the giant econom y six 

WBBM haj 

than the ne^l 


* Projections based on 1951 averages, Pulse of Chicago. 

aore audience 
I Chicago 
i . combined! 

W BBM Chicago's Showmanship Station 
Phone WHitehall 4-6000, Chicago-or any 

CBS Radio Spot Sales office— for availabilities. 

Talk About Results 


Shows Cost Per Order 

of On I if 1/2 «*«»n< 


m just one announcement recent- 
>n one of Bernice Currier's 9 a.m. 
programs came a flood of 2679 
cards and letters in reply to a Sof- 
skin Creme sample offer! Broken 
down cost-wise, KMA produced re- 
sults for this sponsor at the amaz- 
ingly low cost-per-order of V2 cent! 
It is just one more testimonial to 
the way KMA consistently outranks 
other stations in producing fast ac- 
tion. KMA listeners are a special 
nid-western breed of dyed-in-the- 
vool radio fans who have grown up 
rith their radio dials turned to 960. 
But (we unmodestly admit) these re- 
ts aren't new to us. The terrific 
way our thousands of loyal listeners 
espond to KMA-advertised prod- 
jcts used to shock us — but now it's 
ust a day's work to us. It can be 
ill in a day's work for you, too! 



Avery-Knodcl, Inc. 

tali sou 


On December 3rd the Town Crier, a 
local newscast sponsored by the Atlan- 
tic Refining Companj on \\ BBQ, Au- 
gusta, reported the apprehension of a 
one-armed man wanted for passing bad 
bills in several cities ranging all the 
wa\ from Detroit to Augusta. 

\ follow up of the stor\ 1>\ the Town 
Crier disclosed that Charley Pond, one 
of the principal Atlantic Refining Com- 
pany dealers in Augusta, and a co- 
sponsor of the program, was the man 
who had caught the counterfeiter. 

How close can sponsor-station rela- 
tions get? 

John W. Watkins, Manager 
WBBQ. Augusta, Georgia 


sponsor for 3 December carried an 
item as follows: "Atlantic Refining 
, Company (via N. W. Ayer) is experi- 
menting, to tune of an estimated $100.- 
000, with 5-minute newscasts over 30 
stations in Virginia, North Carolina." 

As we both know, rumors in radio 
and television move with jet speed but 
must be classed as unguided missiles, 
and often contain errors of fact. In 
this case Atlantic was not experiment- 
ing, because the company has spon- 
sored newscasts for a number of years 
in several southern states. And the 
stations involved in Virginia and 
North Carolina will amount to about 
a dozen when final arrangements are 
completed, rather than 30. 

These are not important errors but 
the) have caused some embarrassment 
to us. I mention them to vou not as 
a formal complaint, but because it 
gives us a chance to offer to check for 
you an) future items concerning our 
clients, and to give you a quick and 
accurate report. 

Richard I'. Powell, V.P. 
X. W. Ayer & Son, Phila. 


We find that ue often use your pub- 
lished success stories on television, es- 
peciall) in your hand) form that you 
put out incorporating a lot of TV re- 
Milt stories in one magazine. 

1 here is one addition which we feel 
would be quite helpful and that is, in 
addition to having a published date on 
the issue. you indicate the span of 
months covered b\ all the results pub- 
lished in the book. 

We will appreciate anything you can 
do in adding this information to your 
next report, which we understand is 
due to come out \er\ shortl) . 

\\\i Wright 
7. Waller Thompson Co. 

Sew York 

• TV RESULTS. I<>.>2 F.liiion. will ha>.- ih. i~- 


The article on radio farm broad- 
casting in your 14 January issue is 
really a honey. It should help RFDs 
a great deal, and 1 know we all appre- 
ciate it. 

I hope that before long we will have 
another success story from the stand- 
point of farm television. On 11 Feb- 
ruary, four of five 15-minute televi- 
sion programs will be sponsored. W e 
are running the show at 12:30 to 12:45 
noon Monday thru Frida\. Mlis-Chal- 
mers is picking up the Monda) . 
Wednesday. Friday shows. The mere 
fact that we are getting the farm ma- 
chinery people to do the job on a local 
station is something, because as you 
know, farm machinery boys have not 
gone along with RFDs to the extent 
that they have given business to farm 
magazines and papers. 

Mal Hansen 

Farm Service Director. WOW 

Omaha, Neb. 

As a radio farm director, may I sa) 
thanks to you for the very generous 
space and the fine position you saw fit 
to give farm radio in your 14 Januar) 

Hkrb Plambkck 
WHO, Des Moines. loua 


Thank \nu \er\ much for the teal 
sheets of watch company stories you 
sent recently. They have proved \er\ 
helpful and it was most kind of you to 
go to all that trouble for us. 

K \ 1 iiKRiNE Dodge 

Asst. Librarian 

McCann-Erickson, Inc.. \ . ) . 

• Our rrrrnth onlar«. .1 Kraclrr.' S.r»irr Im- 
parl H..-..I i- at Ih, -.r»i,. .,1 all SPONSOR .III.- 










MARCH I , I 952 

They'll be working together hand in hand 


5,000 WATTS 

25 FEBRUARY 1952 


promoting the farm radio 

advertiser's products to 

America's most 

important consumer . • • 


Merchandising the farm radio 

advertiser's product to rural consumers 

requires special "KNOW HOW." 

These winning stations in Ralston 

Purina's Farm Radio Promotion Contest 

have this know-how. They give the 

farm advertiser skillful promotion on 

and off the air . . . the kind that builds 

sales . . . and makes the cash register ring 

. . . for the advertiser . . . and the station! 


was open to all stations broadcasting a 

Purina Chows program. Prizes are 

awarded to stations that did the 

most consistent, effective and original 

promotion on Purina radio programs 

between October 1 and 

December 15, 1951. 







>S£ B 

Farm editor Bob Nance, center, interviewing Purina 
feeding advisor Johnny De Busk, left, and Purina store 
manager Walter Korba in ftussiaville, Indiana. Station 
manager John Jeffrey shown in inset. 

WIOU, Kokomo, Indiana 

Farm Editor Harry Martin 
WFBM, Indianapolis, Indiana 


Manager Howard Stanly 
WEAM, Arlington, Virgi 


est Farm Radio Merchandisers 

mi — Vineland, New Jersey 
Fred Wood, General Manager 

WDZ — Decatur, Illinois 
Frank Schroeder, General Manager 

KDET — Center, Texas 
Tom E. Foster, Manager 

KTUC — Tucson, Arizona 
Lee Little, Manager 

WAVU — Albertville, Alabama 
Jesse Culp, Farm Agent 




Scottsbluff, Nebraska 
. . Topeka, Kansas 
. Omaha, Nebraska 
. Norfolk, Nebraska 
Carrollton, Alabama 
. Mullins, Alabama 
Nacogdoches, Texas 

Because of the exceptional quality of all 
entries, the judges' decision was not easy. 
The judges ask that we congratulate the 
many other stations entered in the contest. 

7*t c>v€Ut4vtue- 
rt Most people tune in WFBM-TV!' 

Says P. H. CASTRUP, Radio and TV Sales 
1014 East Franklin Street, Evansville, Indiana 


'WFBM-TV gets a major 
share of Evansville's 



Inset shows the fine antenr 
installation of the Bob Schai 

Says AL BOSLER, in charge of 
Radio-TV Service for the 
3229 W. Franklin Street 
Evansville, Indiana 

• Way down in Evansville, Indiana — 164 miles from 
Indianapolis — many viewers claim WFBM-TV as their 
favorite station, not only because the programs are good 
but also because /'/ comes in best! 

All of which points up the big BONUS you get when 
you buy this great Hoosier station. In addition to the 
212,350 TV sets installed within its 60-mile radius, 
your programs on WFBM-TV get a "free ride" over 
the air waves to additional thousands of televiewers far 
and beyond the station's 60-mile area. 

WFBM-TV, on channel 6, is doing a wonderful 
job for scores of profit-minded advertisers. You'll • 
to be in on this truly big deal for a big 1952! 


February 18, 1952 

WFBM Radio Is First in Listening, Too! 

• First in the morning! • Fikst in the afternoon! 

• and a Great Big First at Night! 50% more lis- 
teners at night than any other Indianapolis station. 

*pt>iAt t*t lacUotta 


New and renew 

2 5 FEBRUARY 1952 

I. Mew OH television \et works 

AGENCY NO. OF NET STATIONS PROGRAM, time, start, duratioi 

Roger I... I... 

II,,- \\..k ,„ -port.; II, KMOllS |. 
I I .'H-:!-. , \\.1/-l\ I ; II. •>•■' I 

(\\ l\l|.l\ I ; 7 Feb! .-,2 «k. 
Give and Take; II. 3:30-4 pmi 20 Mar; I 
Bride and Cr...,.., : M. I. \\ . I 10:30-4! 

I I.I ; .">2 «k. 

Hie Goldbergs; 1 7:15-30 pm; 7 Mar; ."> 

Reboi • I 9-9:30 pm; K Feb; r>2 »k. 

Vrl Linkletter t Part, ; Ml 3-3:15 

3 Mar; 7.2 »k. 

2. Reneived on Television JS'ettvorks 

AGENCY NO. OF NET STATIONS PROGRAM, time, start, duratio 

Into-Lite Co Cecil & P 

\!.,t..r. Corn D. P. llr.. 

-i.-p. ■..-.■: I •>::((>- I<> |.n, : 2o I .1. : .">2 

Doug Edwards and the \,»~: M. W.I ' 

,....: 22 Feb; r»2 »k. 
Spa..- Patrol: alt Son 6-6:30 pm; 9 A 

Star of th, Family; alt Th 8-8:30 pm; 

3. Station Representation Changes 



P. Hollingbei 

%. \. 

am Co, N.Y. 

P. Hollingbe 

>. V 

al Time Sales 


It.pr ntativ. 

- V 

• P. Hollingbe 

ry, N 

4. \ew and Renewed Spot Television 

Philip Morris & Co 

Procter ,\ Gamble 


PROGRAM, time, start, durati 



■.- .in break; <» Feb; r.2 «k- 1 



.. anncmt; 9 Feb; 7J2 «k. In) 

WPTZ, Pl.ila. 


. -t„ break; 22 Feb; .".2 «k. 

WBZ-TV, Ho. to,, 


. stn Ident; 1 <. Feb; 2<. «k- I ,. 

W PTZ, Phila. 


.. parti, : li Feb; 19 «k- (n) 

WIT/. Pl.ila. 


■c stn break; 21 Feb; 712 »k. ( 

W Mil. N.Y. 


.. parti, ■: 13 Feb; 13 «k- ( .. > 

w Mti. N.Y. 


. -it. break; 8 Feb; 7i2 «k. (r 

• In next issue: New and Renewed on Networks, New National Spot Radio Business, National 
Broadcast Sales Executive Changes, Sponsor Personnel Changes, New Agency Appointments 

New and renew 25 February 1952 

5. Advertising Agency Personnel Changes 



Adolph L. Block, Portland, acct e 
William II. Weintraub, N.Y.. acct 
Foo'.e, Cone & lidding. N.Y., vp 
Dan II Miner Co, LA., acct ex. 

Whit.- Rock C. 

.rey, N.Y., tv prod super* 
ithal Co, N.Y., copy chief 
., N.Y., adv mgr 
■, Wash., acct exec 

Bird Advertising, Portland, l 
Same, vp 

Biow, N.Y., copv chief 
S.„,c, vp 

Fletcher D. Richards. N.Y., 



...... I. .,.,.!;- ing dir 

CBS-TV, N.Y.. dir 
Frank C. Nahser, Chi., 

McCann-Erickson, N.Y., 
Block Drug Co, Jersey C 
Atherlon & Currier, Tor 

McCann-Erickson Ltd, Londoi 
super* European operations 
William H. Weintraub, N.Y., mi 
Roberts & Reimers, N.Y., gen i 
R. T. O'Connell, N.Y., vp 
Benton & Bowles, N.Y., researcl 
Ruthr.iun* & Ryan, N.Y., sr cop 

Strauchen & McKint, Cincinnat 
Ruth. ,.,IT & Ryan, L.A., vp 
Wrightman. IM.il... partner 
NCAA, N.Y., tv prog dir 19S1 

>tt Kimball, N.Y., vp 
Allen, Portland, acct exec 

raulT & Ryan, L.A., vp (Pacil 
an, Prentis & Varley, N.Y., 

McCann-Erickson. N.Y., , 

Cecil & Presbrey, N.Y., asso 

St. Georges & Keycs, Balto., acct exec 

Warwick & Legler, N.Y., radio-tv prod, dir 

Paul J. Steffen, Chi., ropy chief, research dir 

Same, head all field merchandising operations 

Scheldeler, Keek & Werner, N.Y., merchandising . 

Same, also radio, tv copy dir 

Emil Mogul. N.Y., merrhandising, marketing die 


Ekson Ltd. London, rhai 



Mogul, N.Y 

, dir, bus 






son & Cait 
plans boa 

ns. N.Y.. n 





also head 
■ r D. Rich 

PaciBc C 
n, Phila. 
ards, N.Y., 


ler i 


witt, Ogilvy, B 

enson & M 





rd N. Meltz 

cr, S.F., ac 

« exe 




... W. Harv 
dir, plans 
& Smith, 
Detroit, *i 

ey, L.A., ge 
board cha 
in charge 


|| .. 

6. ><•!»• Stations on Air 





1 ' 


WCLC, Flint. Mich. 

1470 kc 




de ... Cairell. managing dir 

New Network Affiliations 

i category 
M. W. Nichols (5) 
C. A. Pooler (5) 
O. W. Prochaika (5) 
A. A. Whittalcer (5) 
E. S. Reynolds (5) 


KBKW. Aberdeen, W 
KWSII. Moldcnvillc-S. 
WDSC, Dillon, S. C. 
WLOH, Princeton. W. 

w >l \\. Springfield, I 

■ M(.U. Meadville, P 



ABC (eff I Mar) 
\lt( (eff I Mar) 

The 1951 Iowa Radio Audience Survey* dis- 
closes that radio-set ownership in Iowa is at a 
startling all-time high. Multiple-set homes are 
now in the majority in Iowa, whereas in 1940 
less than one home in five had two or more sets ! 

The following chart graphically illustrates why 
it is no longer valid to assume a single, "family 
radio" within the house — a premise on which 
much radio audience research has heretofore 
been based. 


(Top figures based on all homes interviewed; 
other figures based on radio homes only.) 

1940 1945 1951 


1 or more radios 91.4% 97.9% 98.9% 

2 or more radios 18.2% 38.5% 50.3% 

3 or more radios 4.4% 9.1% 15.0% 

In addition, the 1951 Survey shows that 88.2% 
of all Iowa families own automobiles, of which 
62.7% have radios. Iowans also own thousands 
of other "non-home sets" — in barns (14.6% of 
Iowa barn owners have barn radios) and in 
trucks (9.7% of all Iowa's family-owned trucks 
have radios**). 

Radio-set ownership is only one of many impor- 
tant topics covered by the 1951 Iowa Radio 
Audience Survey. Its 78 pages of reliable, helpful 
information make it "required reading" for every 
advertising, sales or marketing man who is in- 

25 FEBRUARY 1952 

terested in radio in general, and the Iowa market 
in particular. Incidentally, the 1951 Survey again 
reveals that WHO with its Clear Channel and 
50,000-watt voice is by all odds Iowa's most 
listened-to station. Write for your free copy today! 

**according to the 1949 Surrey 


+/©r Iowa PLUS + 

ines . . . 50,000 Watts 


National Representatives 

what n 


Any system of interconnected lines, 

spread out in the right places, 

can serve as a net. The bigger it is, 

and the stronger its mesh, 

the better a net works. 

Of all the nets serving U.S. 

advertisers, the biggest and strongest 

is the radio one called Mutual. 

Here are 550 connection-points 

in 48 states (nearly double 

any other net's) and at each 

of these points are local-level 

experts unmatched in ability at 

catching and holding listeners. 

Measured by listeners , the Mutual 

net is catching a steadily larger 

share of radio audience than 

a year ago — day and night, all 

week long. (N.R.I., Jan. -Nov. ,'50 vs. 

Jan. -Nov. ,'51 — latest available.) 

Measured by advertisers , the Mutual net 

is the only one to win a gain in 

radio billings — up 12%, '51 over '50. 

Measured by competitors , the Mutual 

pattern is now inspiring imitative 

efforts by all other radio nets. 

Measured any way you please, the 

Mutual net is ready to help you haul in 

new profits for '52. Come aboard with 

Mister PLUS . . . and learn how 

this net can work for you. 

the MUTUAL net 

of 550 affiliates 




has been 


in Montreal. 

• • • • 


when you 
choose . . . 




In the U. S— Weed & Co. 
in Canada — All-Canada 

Reichhold Chemicals, the world's largest producer of synthetic 
resins, now maintains 27 plants throughout the world (nine of them 
in the U. S.) and sales outlets in nearly every country on the globe. 
But in 1925, as Beck, Koller & Company, it started on a shoestring. 

Owner of the shoestring was German-born Henry H. Reichhold, 
then 24, who built it into a chemical empire which he alone controls 
as sole owner-stockholder. Yet he's virtually unknown to people out- 
side the chemical industry or Detroit, his first plant site. 

Appreciative Detroiters remember him as the principal supporter 
for six years of the city's symphony orchestra. Reichhold's love of 
good music and a desire to share it with others led him into his first 
broadcast sponsorship in 1944. It was then he took over the Sunday 
Symphony Hour on ABC formerly sponsored by Ford, and he con- 
tinued this sponsorship until 1948. His modest identification: This 
program is brought to you by Henry H. Reichhold of Reichhold 
Chemicals, Incorporated. 

All told, Reichhold contributed over $2,000,000 for the orchestra's 
support plus four to five hours of work daily overseeing its manage- 
ment. This during the years of RCI's greatest expansion — in 1942 
sales were $10,000,000; in 1951, $100,000,000; $150,000,000 is a 
1952 estimate. 

Now in his first TV venture, Town Meeting of the Air (8 ABC- 
TV stations, coast to coast), Reichhold furthers his idea of "corpora- 
tion philanthropy." He defines it as "the duty of corporations to sup- 
port the arts in an era when individual philanthropy, because of high 
taxes, no longer can do so." 

Reichhold continues: "Our TV venture is strictly institutional. We 
have no consumer products, our main customers being the automo- 
tive, plywood, paper, laundry, and textile industries. We chose 
Town Meeting because its viewers are the ones the company wants to 
reach to create goodwill — the more discriminating TV audience which 
includes the top level executives our firm services." 

Service is the key to Reichhold's success, with Reichhold himself 
exemplifying the "personal approach" executive. 

Recently, he went twice across the continent, visited nine plants in 
less than two weeks. Upon returning he remarked that he had "a 
swell rest on this trip." 


's wm 



and WJBK, for 3 straight years, has 
been the key station for the Tiger 
baseball network . . . the largest ever 
built for baseball broadcasts. The en- 
thusiasm of the Detroit fan club— some 
2V2 million strong— and the whopping 
Hoopers, prove the overwhelming pop- 
ularity of WJBK . . . and the Tigers. 

DON McLEOD TIME . . . Music, 
news and chatter with an ap- 
peal to the housewife — that's 
"Don McLeod Time." Considered 
one of Detroit's top commercial 
men, Don McLeod is a natural 
at blending announcements into 
the general patter . . . for sure- 
fire sales results. 


^//<>;^} SHOW -- Ear| y 

Z O M morning festivi- 
<yj/ ties of music and 
fun as only Joe and Ralph can 
dish it up. For years the chief 
attraction for listeners to the 
"G and B Show" has been their 
unconventional — and highly 
successful — rendition of com- 
mercials. "Zaniest twosome in 
radio", says Liberty magazine. 

Detroit outlet for the Red Wing hockey 
games, and key station for the nation's 
largest hockey network, WJBK broad- 
casts all home and important away 
and play-off games for the champion 
Red Wings. Al Nagler, play-by-play Red Wing announcer since 
1935, is thrilling WJBK hockey fans for the 3rd consecutive year. 
No wonder WJBK is considered Detroit's greatest sports medium. 

in news, music and sports . . . the 
favorite station of entertainment- 
lovers all over Detroit. 

SHOW . . . "Tall Boy, 
Third Row" Murphy 
is a real favorite 
with listeners and 
sponsors alike. His 
tremendous follow- 
ing is a tribute to 
his jazz and popular 
platter savvy ... to 
his free and easy 
manner of delivering 
commercials that 
pack a wallop. 


V ^Bb^ pioneer disc jockey 

in Detroit, Lar 

Gentile has been a 

popular radio per- 

U sonality for 1 9 years, 

'\\ , doing a fabulou 

J$\^> selling job for < 

reat variety of products. Th< 

y "Houseparty", from 10 P.M. to 

1 A. M., is an all-request music 

program conducted in Larry's 

formal, irresistible style. 


The "Ralph Binge Show" and 
"Ken Cline Show" are other top 
WJBK programs which spell the 
answer to your selling problems 
in this 5-billion dollar Detroit 
market. A check with your KATZ 
man will show you that the way 
smart advertisers spell success in 
Detroit is W-J-B-K. 


The Station with a Million Friends 


Represented Nationally by THE KATZ AGENCY, INC. 

25 FEBRUARY 1952 



• Metropolitan Population 

• Retail Sales 


• Population Primary Cover- 


• Retail Sales 

on your schedule 


Adam Young, Jr. 
National Representative 

F. E. Busby, 
General Managei 


JVeu? developments on SPONSOR stories 

"Baseball 1951: on the air, big in 
time allotment, advertising and rhu- 

9 April 1951, p. 46 

Hundreds of advertisers find baseball 
broadcasts the ideal vehicle for boost- 
ing product sales 

This summer more than 1,000 radio stations will carry play-by- 
play broadcasts of major league games. Traditionally, these baseball 
airings are sponsored by beer, gas-oil, and cigarette advertisers 
spending millions of dollars to reach a listenership supposed to be 
dominant!) male 

But a special survey conducted by the Pulse Inc. of WMCA's New 
York Giants broadcasts brings new data to light on audience compo- 
sition, shows that advertisers looking for a woman's audience may 
be missing out if they don't try baseball. Pulse figures, based on 
Giant broadcasts from May to September, show a high potential 
market for food, fashion and staple advertisers. Specifically, Pulse 
finds that men comprise only 50% of baseball's broadcast listener- 
ship. The "'forgotten 50%" are women, teenagers, and children — 
part of an audience guaranteeing consistent listenership for 24 weeks. 

Pulse's at home audience composition shows this breakdown: 

(Listeners per 100 Homes) 
May June July Aug. Sept. Av, 

% of 


See: "Lydia Pinkham's radio recipe" 

Issue: 27 March 1950, p. 30 

Subject: 75-year-old medicine firm n 
shrewder-than-ever use of the ai 

The last quarter of 1951, says Charles Pinkham, company spokes- 
man, was one of the best in recent history of the Lydia Pinkham 
Medicine Company. This despite the fact that the fall 1951 budget 
was somewhat lower than that of the same period the previous year. 
Agency president Harry B. Cohen points out that more careful use 
of advertising dollars — based on special analysis of each local market 
and more efficient media buys therein — produced more sales for less 
money. A new copy approach, stressing scientific evidence of the 
medicine's effectiveness, is also given credit. 

In the light of the gratifying sales picture, the company has in- 
creased its ad budget for the first six months of 1952, still dividing 
it about equally between newspaper and radio. Air campaign con- 
sists of one-minute announcements and participations on stations in 
carefully selected markets around the country. 

The Lydia E. Pinkham Medicine Company has been using radio 
since 1938, was spending some $500,000 annually in spot AM in 
1950. Approximately the same amount went to newspaper adver- 
tising. Since the venerable firm employs no salesmen, responsibility 
for sales rests entirely on their radio and newspaper advertising. 

Lasl August 1951, the firm, through the Harry B. Cohen Adver- 
tising Company, New York (which took over the account last sum- 
mer) began using a new advertising strategy. In essence, this was to 
apportion the a<l budget in each local market on the basis of actual 
sales history of the area, rather than relating it to population figures. 
Then, in accordance with the agency's "budgel control" policy, the 
ratio of sales to expenditures in each market was checked at regular 
ninnthh intervals. 



Television, A.D. 1952, has been engineered into a 
fabulously efficient advertising vehicle. 

And Spot Program television uses all the standard 
parts which make TV effective. ..and adds a custom- 
built, one-of-a-kind, special body. 

buy TV by spot and your station-list is shaped to 
your own marketing specifications. No unwanted 
"must" cities nor "must" stations to pay for; a red 
carpet in the cities you do want. Film programs 
assure audience-holding picture clarity in all your 
markets. Plus. . . savings in station rates which are 

enough to cover film prints, their distribution and 
other costs, if any. 

These are only a few of the basic advantages of 
Spot Program television. If you are planning any 
sort of road test of this great vehicle, it will pay 
you to examine all the advantages of special-body 
TV, designed to your needs. 

There are experienced TV salesmen in the Katz 
office nearest you, who can demonstrate in detail 
why more and more advertisers are saying: 



THE KATZ AGENCY, INC • national advertising representatives 


25 FEBRUARY 1952 23 

unquestioned leadership... 
phenomenal following... 
with AP NEWS 




"Our top prestige builder." 

Harben Daniel 

President and General Manage 

WSAV, Savannah, Georgia 

"52.7% of listening audience 

Howard Dahl 

President and General Manage 

WKBH, La Crosse. Wisconsin 

Hundreds of the country's finest stations announce with pride THIS STATION IS A wff 



Associated Press . . . constant- 
ly on the job with 
. a news report of 1,000,000 
words every 24 hours. 

• leased news wires of 350,000 
miles in the U.S. alone. 

• exclusive state-by-state news 

• 100 news bureaus in the U.S. 

• offices throughout the world. 

• staff of 7,200 augmented by 
member stations and news- 
papers . . . more than 100,000 
men and women contributing 


in leadership and peak audience 
listenership! Complete, compre- 
hensive AP news coverage pro- 
duces results in SALES ... for 
the station and for the sponsor. 

For information on how you can 
gain extra prestige and sales with 
AP news, contact your Associated 
Press Field Representative, or . . . 


V I S I 


In the eyes of Arle Haeberle 

About Arle Haeberle 

of WTCN 

\ r 


Personally tries everything she 
sells . . . more than foods, she covers 
all fields of women's interests . . . 
sells civic projects to housewives 
. . . from symphony ... to Legion 
Auxiliary ... to dolls for poor kids 
... to Red Cross ... to Hospital 
Benefits ... to flower clubs ... to 
all church groups ... to community 
theatres ... to lunch clubs. 

Over 50 groups ask her help and 
get it. Their memberships get their 
news from Arle. They try to make 
her president of everything. 

approach to advertising problems! 

Products are like children: 

Special Development Is Often Needed 

To Bring Them Out! 

In the Minneapolis-St. Paul Market the ability of 
Arle Haeberle to "mother"»new products, to work 
with Agency and the Advertiser's sales force is 
unique in Radio Selling. 

Her morning show . . . Around the Town ... on 
WTCN Radio has built a list of 7000 housewives 
who help Arle by trying products and "telling Arle 
about them"! 

More than a box-top miner . . . her interest ex- 
tends beyond good delivery of a commercial. For 
the advertiser who wants to pre-test a market, 
Arle Haeberle delivers a whopping big bargain. 

If this kind of plus sounds like what the doctor 
ordered for your problem product . . . ask our man 
in your reception room to come in ! 

"They knew his Ml, 

his voice: and so the friendship of a voice with many people was formed" 

TCN -Radio 


Town Crier of the Northwest 



THE 1952 Kill!: facts and figures 

Data identical to BMB will go into now Standard Report, duo out November 


The Broadci 


ment Bureau died quietl) 
summer 1'Ut a new en\era-e report 
\ irtually identical with BMB will be 
published next fall. \ private organi- 
zation — free of mam of the political 
probli ms which besel the industi j -] mi 
BMB has picked up the ball. 

The new firm's nun-: Standard Au- 
dit and Measurement Services, Inc. 

Name of it- new service: Standard 

; the new In m's chief execu- 
tive: a familiar one in broadcasting in- 

dustr) circles Kenneth H. Baker. 
former N \RTB researeh director and 
president of the defunct BMB. 

Ballots fur the Standard Beport go 
into the mail 1 March and the report 
itsel f comes out next November. \l- 
readj . enough stations < 375 I ha> e sub- 
- ribed so that Standard is insured of 
at least breaking even. No financial 
i rises like those whieh dogged the path 
n| BMB No. 2 a.v on the horizon. 

BMB No. 1 and 2 aroused the wrath 
dl -talion- all over the I . V Main 

felt their coverage figures were being 

misused In agencies who were hypno- 
tized In figures and failed to appreci- 
ate important factors like station's 
sales results and extra sales impact. 
Paradoxically, some big stations felt 
small stations gained most from the 
studies while small stations saw it the 
other wa) round. 

Baker faced the same opposition 
from man) station- in establishing his 
L952 Standard Beport. But, as one ad- 
vertiser pointed out to sponsor, since 
Bakei is 'join- ahead with his stud) 
i "\ ei agi data w ill be made a\ ailable 

25 FEBRUARY 1952 






to date 

List complete as of 19 Feb. 

Several call letters omitted 

;it subscribers' request 























































































WGU ! 

























































on each station whether it subscribes 
or not. 

Ken Baker's success in organizing a 
service which most observers last 
spring had relegated to limbo status is 
big news for advertisers and agencies. 
They have been eagerly awaiting new 
BMB-types figures because those from 
1949 are now considered obsolescent 
— though agencies are still using them. 

sponsor surveyed agencies exten- 
sively, found a unanimity of longing 
for new coverage figures. But, warned 
one chief timebuyer, "don't let people 
get the impression that BMB-type fig- 
ures are the end-all of timebuying. 
They're just the circulation factor." 

Agency timebuyers and account ex- 
ecutives said that BMB-type data were 
important for three basic reasons: 

1. They make buying spot radio 
more efficient, allow matching of cover- 
age to product distribution. 

2. BMB-type figures show how 
man} unduplicated families a network 
delivers in each area. This informa- 
tion becomes increasingly important as 
advertisers turn to split networks, in 
keeping with more flexible network 
policy on choice of stations. 

3. Fair apportioning of a co-op 
campaign's costs among distributors 
and dealers is made possible with 
BMB-type data, is virtually impossible 

without it. 

The questions and answers which 
follow will cover uses of the BMB-type 
data as well as other essential facts and 
figures for advertisers and agencies. 

Q. Why was it necessary for a pri- 
vate organization to replace BMB? 

A. Despite the fact BMB No. 2 (vin- 
tage 1949) was rapidly becoming ob- 
solescent, NARTB last spring pigeon- 
holed proposals for a new measure- 
ment. Too many stations opposed a 
new one, its board members felt — 
especially because it was feared televi- 
sion had cut coverage of many sta- 
tions. Since nothing could be done 
within the industry, Ken Baker decided 
to resign from NARTB and operate a 
coverage measurement privately. 

Q. How is Baker's new organization 
financed and operated? 

A. Backer of Standard Audit and 
Measurement Service, Inc., is Michael 
R. Notaro, owner of Statistical Tabu- 
lating Company, probably the largest 
firm of its kind in the world. He has 
the major financial stake in the firm, 
though giving Baker a free hand in its 

The office staff consists of only three 
people, Baker and two assistants who 
are also BMB alumni, Margaret Brown 
and Frederica Clough. All are housed 

in one room in the New York office of 
Statistical Tabulating Company at 89 
Broad Street. When additional per- 
sonnel are needed, they can be drawn 
from Statistical's personnel pool, work- 
ing for the duration of need only. 
Thus operating expenses can be held 
to a minimum. In contrast, the old 
BMB operated out of an expensive 
Park Avenue office, at one time had 
two $25,000-a-year executives and a 
staff of five in the $5,000 to $10,000 
bracket plus their assistants and sec- 
retaries. Baker estimates his overhead 
is less than 20% of the old BMB. 

Q. How much will Ken Baker's 
Standard Report cost agencies? 

A. One set of Standard Report data 
on subscribing stations will be fur- 
nished to agencies without cost. Addi- 
tional sets of data on subscribing sta- 
tions will be available at a nominal 
fee, probably $85. Information on 
non-subscribing stations will be avail- 
able as well, but agencies will have to 
pay for it. It would cost an agency 
$50 for data on a station with a 10,000 
or less weekly audience. Data on a 
station with 3,000,000 or more listen- 
ers weekly would cost $425. High price 
of the non-subscriber data results from 
the fact that the information is avail- 
( Please turn to page 93) 







New York 















North Carolina 




















North Dakota 






South Carolina 






























South Dakota 
















































































West Virginia 











Agency representative 

i guest stars; personal 

The agency traveling salesman: 
he clears fi time 

Scramble for program periods in tigl 
markets demands personal visits 

Mfcftijk Station relations, once the 
|T Tw exclusive province of the 
* networks, has now become a 

major concern of advertising agencies 
as well. Prompted h\ network tele- 
vision's greatest bugaboo — the limited 
number of station availabilities, par- 
ticularlv acute in the 41 one-station 
markets traveling representatives have 
become a necessarj adjunct to main 
of the leading ad agencies. 

Because a national advertiser's $15,- 


000 or $20,000 program is wasteful 
advertising without a national station 
lineup, agency representatives are vis- 
iting stations in markets where the net- 
work has been unable to secure satis- 
factory time clearance. They are 
building their clients' own lineups. 

Kudner Agency built networks of 
62 stations for Martin Kane, and Tex- 
aco Star Theatre — (the latter in the 
days before Berle became "Mr. Tele- 
vision"). Benton & Bowles' Red Skel- 

ton show is seen in 58 markets; First 
100 Years is carried by 59 stations. 
The list goes on and on . . . agencies 
which have sent personal reps to visit 
stations have been able to improve 
considerably on network line-ups. 

But in addition to their specific 
function of station clearance, these 
good-will ambassadors have been 
strengthening over-all agency-station 
relations. Station managers are final- 
l\ coming to believe that the big-town 



Ifou- network lineups grew when aaeney used personal contact 





-i itions m 
i\< i i"iin\ 




Beat the Clock 

Sylvania Cecil & 




Big Story 

Amer. Cig.—SSCB 




Crime Photographer 

Carter Prod.—SSCB 




First TOO Years 

Procter & Gamble — 





Kraft Theatre 

Kraft— J WT 




Martin Kane 

I). S. Tobacco— Kudner 




Racket Squad 

Philip Morris — Biow 




Texaco Star Theatre 

Texaco — Kudner 




•The figures represent only total number of network stations; the table does not attempt to indicate 
the ex en of improvement in kinescope time-effected at almost every stat,on where personal contact 
was made Conversely, in some instances factors other than agency effort may have been significant. 


Alert agenc 

able to add e 
■najor factor i 


i to 55 stations to progra 
number of stations it can 

. But agei 

, figure 

agency consists of more than 14 vice 
presidents and 44 file cabinets. 

The people doing this station rela- 
tions job are for the most part, not 
members of a new department, but 
rather timebuyers, account executives, 
radio and TV vice presidents. 

Though the personal representative 
is concerned primarily with that neb- 
ulous matter, good will, his greatest 
headache is clearance. Here's why: 

1. The station is being offered more 
programs than it has time available 
for, especially in markets of less than 
four stations. 

2. Local programs jingle the cash 
register louder than net programs, be- 
cause the station keeps most of the bill- 
ing instead of receiving only the one- 
third share for carrying a net show. 

Lntil years after the freeze is lifted 
and many more stations are on the air 
— enough for all the networks — there 
can be no complete solution. The Wil- 
liam H. Weintraub attitude toward 
this approach is that agency station 
relations men are "not the single an- 
swer to clearance, but rather one more 

25 FEBRUARY 1952 

agency service. It is a technique - to 
aid the nets in a cooperative venture.'' 

Here is the general feeling around 
the agencies with regard to clearance: 

Personal representatives can accom- 
plish a good deal by sitting down with 

a station manager and talking over his 
individual problem. But managers do 
not want to be told how to run their 
stations. They resent pressure and 
any high-handedness. If an agency 
(Please turn to page 64) 

R & R's Tom Slater prepares for trip. Kinescope is important means of selling show to statio 

To avoid TV's impact, NYC uses daytime spot shows like WNBC's 

Highballing . 
with radio „_l 

early-a.m. in 1950; now it's standard 

/ rf 7 r T v v Hard-pressed by rising expenses and government- 
CTy n fixed revenues, the nation's railroads today have 
^JI^F a Iife-or-death selling job on their hands, yet sel- 
dom enlist broadcasting's aid in doing it. 

This has happened because railroads generally don't know- 
how to go about advertising themselves on the air. Nation- 
ally, the Railroad Hour I NBC-radio) of the Association of 
American Railroads does a good public relations job for 
railroads. Its mission, however, is more to create good will 
than to sell tickets for specific trains. 

A few railroads do have air campaigns which help to 
boost their passenger traffic, long the 30% difference 


between "breaking even" on Ereighl 
traffic and "getting ahead" For mosl 
tines. Bui it takes .1 good advertising 
memorj to recall that the Milwaukee 
Road, the New Haven I foi its "Show 
rrains"), the Chicago and North 
Western, Boston & Maine, Lackawanna, 
Rock Island, Frisco Lines and Great 
Northern to name most of the more 
air-minded are selling their travel fa- 
1 Hides in radio and tele> ision. 

However, one railroad, the busy, 
bustling New York Central, is causing 
a good deal of interested comment 
these days in railroading circles. For 
New 1 ork Central is doing toda\ what 
few railroad admen think can he done: 
a real selling job w ith radio. 

In nearly a dozen of the nation's 
largest cities, the public's fondness for 
tumbling out of bed in the morning 
and snapping on its favorite radio 
"wake-up" show lias proved a real 
passenger revenue-builder. This has 
been true for over a year for New York 
Central, an S807.000,000-annual busi- 
ness in 1951. 

NYC's formula is virtualrj unique 
in railroad air advertising. Vhout 1-', 
of L952's Sl,300,000 appropriation— in 
addition to NYC's -hare of Railroad 
Hour'.-, costs goes to sponsor program 
segments ol 11 of spot radio's top- 
rated "morning men"' in as main cities. 
The campaign is unique both in its 
formula for giving local-level airselling 
,i reall) "'local" approach, and in its 

results in actual ticket sales. 

I In-c are the stations and "morning 

men" thai New York Central uses. 

\l>ont hall ol the shows are on a Mon- 
day-Wednesday-Frida) basis, the rest 
are on a five-times-weekl) basis. I ime 
segments range from five minutes up to 

L5 mmutc-. Imt all are aired between 
the hour- oi 7:00 a.m. and 8:15 a.m. 

Boston WBZ-A Car] De Suz< 

Buffalo WtiU .lolin I.as.vU-s 

Chicago W I'.l'.M Jim Conway 
Cincinnati \\ok\ 

Clovola.ul UTAM Jaj Miltner 

ckl.w Tobj David 

a WISH Bill Faulkner 

Bob S R 


Si.rm-ti, 1,1 WMAs Paul Monson 

Here's what Jim Webster, red-head- 
ed and \oungish-looking advertising 
directoi ol New York Central told 
SPONSOR concerning his use of day- 
lime spol radio: 

"Our six years in radio have taughl 
us that morning radio programing is 
our best buy, from the standpoint of 
cost and results. After a trial run in 
Cleveland in 1946, we started using 
spot radio widely in 1947. We used 
what a great many other advertisers 
used — announcement-. However, the) 
were service announcements. That is. 
we linked our selling messages with 
the "service" of brief weather reports, 
both to give public information and to 
make our point that the Central offers 
top passenger service in all kinds of 

weather conditions." 

-Oner this began to -how results," 

continued Webster, a 20-yeai veteran 
of man) phases "I railroading, "we be- 
gan to bran< h into programing as a 
logical extension of our announcement 
campaigns, and into .1 ti ial run for a 
year in I \ . We have found that we 
gel bettei results b) ha\ ing a well-liked 
1 adio pei sonalit) do oui selling foi us, 
than b) telling the public directly, fn 
other word-, the identification of New 
York Central with daytime radio per- 
sonalities along our lines — like Bob 
and l!a\ in New 1 oik. I ob) l»a\ id in 
Detroit. Ja\ Miltnei in » ileveland and 
Jim Conwa) in Chicago, to name just 
a few of them, has 'personalized' our 
entire approach. Radio, for New York 
Central, lias become a definite part of 
our passenger | notion." 

Since a sponsor's air efforts are usu- 
allv only as good as his agency, much 
credit for New York Central's success 
goes to its ad counsel, Foote, Cone & 
Belding. Here, the two executives 
most concerned with NYC's spol pro- 
gram operations are Harry Frier, the 
soft-spoken NYC account executive, 
and Lillian Selb, FCB's well-liked, well- 
know n chiel timebuyer. 

To Harry Frier's way of thinking, 
the spot program campaigns of New 
York Central are a "sort of multiple 
Arthur Godfrey, brought down to a 
strictly local level." He had this to 
say to sponsor: 

(Please turn to page 72 1 


25 FEBRUARY 1952 


What every young I imeliui it should knon 

I .i mica Nelson, year after retirement, gives pointed adviee in an exclusive to SPONSOR 


characteristic of retire- 
■nt is the ability to ap- 
praise with unalloyed objectivity and 
candor the field, the work, and the peo~ 
pie to ninth you have been attached 
for the major pari of your life. About 
a ye.ai li<^ gone by since Linnea VeZ- 

son, dean among tirnebuyers, closed 
out 24 years of service with J. Walter 
Thompson. That year has had its full 


measure oj activity what with a hus- 
band i out in Babylon, /,. /., she's 
I. noun as Mrs. William II. Kleinhans) . 
home, and civic affairs. It has also 
allotted for the mellowing of thoughts 
and opinions that come with looking 
backward. Among the honors accord- 
ed Miss Nelson when she retired ivas 
a scroll from the Advertising Club of 
Washington which made special note 

of the fact that the starting point of 
her rise "in the highly competitive ad- 
vertising industry" ivas as a temporary 
typist. In the light of this biographical 
fact and with the belief that Miss Nel- 
son's experience must contain much 
that can be helpful to others, SPONSOR 
as led Miss Nelson for what would be 
her advice to the younger set in, and 
those, aspiring to be promoted to, the 



business of timebuying. Overcoming 
an initial hesitance to do it because of 
what she termed her "ex status," Miss 
Xelson prepared the following com- 
ments exclusively for sponsor: 

With the growth of the broadcast- 
ing industry an almost endless supply 
of timebuyers will be necessary. Of 
course, not everyone wants to be a 
timebuyer, and not everyone who 
thinks he or she wants to be has the 
ability. Too many who work toward 
timebuying positions do so merely in 
the hope that it will be a fast stepping 
stone toward something else and there- 
fore behave as though they are with it 

25 FEBRUARY 1952 

onlj temporarily. That's not good for 

the business and the sooner these folks 
are moved out of timebuying, the bet- 
ter it is for themselves, other timebuy- 
ers, and for the agencj and its clients. 

I r\ to think in terms of being the 
besl possible timebuyer, heading up 
I he best possible timebuying depart- 
ment. As the business grows so grows 
the timebuyer. 

Timebuying is a business of ideas, 
people and detail — everlasting detail — - 
and you learn to like the last because 
of your love for the first two! But as 
your job grows, and, assuming you 
grow with it, you will have more peo- 
ple working with you on whom you 
mav unload much of the detail. Al- 
ways remember that hanging on to too 
much detail, if you have the oppor- 
tunity to transfer it, hampers your own 
progress. This lack of ability to trans- 
fer some of the load is what automati- 
cally prevents many from progressing. 

In many businesses the pioneers had 
the toughest job, but not so in broad- 
casting. With the growth of the busi- 
ness, complexities have arisen that 
were not even dreamed of in the early 
days — legal, business competition, re- 
search, ethics — scores of problems that 
make the newcomer wonder how long 
it will be before he or she dares to ac- 
cept the responsibility of signing that 
sheet called the contract. All this 
means that today these people must 
apply themselves diligently and learn 
faster in order to keep up with the 
more seasoned buyers who are fre- 
quently "shopping" for the same 
schedules that the former want for 
their clients. 

In timebuying it is very important 
to make people like you. Believe it or 
not, you don't have to like everyone 
you work with or do business with — 
but, if you try, you will find some- 
thing, even if some small thing, in 
every person with whom you come in 
contact that you can admire and re- 
spect. And that is the thought you 
want to bear in mind when doing busi- 
ness with that person — to a point 
where he or she is respecting your at- 
titude, ability and intelligence. You 
are in a competitive business, and you 
want Joe Doakes, who may not be the 
best and most lovable salesman in the 
world, to give you a crack at some 
availabilities or information before he 
goes across the street to another buyer. 

Give the salesmen an opportunity to 
tell their stories, but don't devote the 
entire day to this, to the exclusion of 


other work on your accounts. It will 
help if you advise the salesman how 
much time you have, and keep within 
that time. 

Be a good listener and don't be 
afraid to ask questions. But listen 
first, for the answers may develop dur- 
ing the presentation, so that you don't 
have to ask questions too soon and in- 
dicate too much lack of knowledge on 

\ our part. It always pays to do a lot 
of listening. Be cautious about belit- 
tling the presentation in the presence 
of the presentation giver, and certain- 
ly not to the point where he will be in- 
clined the next time to give his pres- 
entation directly to the client, without 
consulting you. (Remember, the me- 
dium is paying the customary 15% 
agency commission ! ) 

oLinnea f/euon 

j tips to timebuyers 



4 Give the salesman a chance to 

1 tell his story, and don't belittle 

his presentation because the 

UUN 1! 

4 To women timebuyers — Don't be 

1 a '"female," and don't whine and 

be habitually coy, or expect spe- 

next time he might make it to the 

ci'l considerations because of your 

client direct. 

sex. Aim to be taken as an equal. 

f% Develop the knack for transfer- 
/ ring detail when the opportunity 

A Keep from shopping for availa- 

J Lilities until you've got the ap- 

rroprialion. It not only causes 

presents itself, because the lack 

of this ability can act as a roul- 

unwarranted wear and tear on reps, 
but prevents them from making an 

block to personal and office progress. 

*% Do all you can to sidestep buy- 
\ ing a "skimpy" campaign, espe- 
dally when you know the pro- 
posed ludget will not do a job for 
the product. 

immediate s:de. 

*\ Don't be careless about your 
\ statements or comments — re- 
** member when anything comes 

from you as a buyer, it's supposed 

M Maintain at all times good faith 

IX in your dealings with stations 

and networks; if you let your- 

to be official. 

M Don't get the impression you're 

IL loved only for yourself; you're 

also loved for your signature on 

self be pressured into doing some- 

thing not above par or "tough" it 

can hurt your organization the next 

the contract. Also don't tell all, but 

time around. 

rather develop an air of knowhote 

whi\ h will help to build your stature. 

I" lie a complete self-starter, be- 
j coming as conversant as possi- 
ble with all facets of your job 

P On the social level, don't get /he 
j impression th'it your entire de- 
partment must be invited every 

and get to know as much as possible 

about the agency's accounts and all 

1'lace you go and that each one must 

of their background. 

l.veji secret ivhere he or she's been. 

Learn to know your account execu- 
tives so well that you can anticipate 
their questions, and bear these ques- 
tions in mind whenever you listen to 
a sales story. 

Remember, that very often the sales- 
man is so enthusiastic about what he 
is selling that he's concerned solely 
with making a sale rather than a sale 
to the right client. It is your business 
to think of the sales presentations in 
relation to your clients' needs. 

Don't always wait for the account 
executive to come to you with a re- 
quest, but learn what you can about 
the accounts and pass bits of informa- 
tion along to your department head 
or account executive, or both. Al- 
though you are a bu\er to those out- 
side your organization, you are both 
a salesman and an educator within. 

Don't sell broadcasting short. You 
run into situations where you'll be 
told how many announcements to buy 
and on what stations and how much 
money. But do everything possible to 
avoid buying a "skimpy" campaign 
that you know very well will not do a 
selling job for the product. 

So often these requests by both cli- 
ents and account executives are made 
in the form of "trying a test," and 
more often than not the results of an 
inadequate schedule are too poor to 
warrant either an expansion or a con- 
tinuation of a campaign. It takes a 
bit of nerve to sit in on a plans meet- 
ing and say, "I'm sorry, but that's not 
enough money to do a job in radio or 
television, and perhaps you'd better 
just add it to your newspaper cam- 
paign." The first reaction of the 
(Please turn to page 70) 


Linnea plans to go fishing 


a* * : i&'& -$i§jj& 

■*m- ~ **~m 

" < ~"Nu^^F*SBh 

1^^ --* * Jam 

..51 _ ^J 

ii ^ i tS'iawiBI 

1 i 

1952: Linnea lives here' 


Sponsors urge: 

Stop tagging shows 
as "transcribed" 

"The following program is transcribed" regarded* 
archaic, costly hindrance by TV and radio admen 

One of the FCC's oldest 
regulations makes about as 
much sense today as hanging a "Don't 
^Iwot Buffaloes From The Windows" 
?ign in the club car of the Super Chief. 
That's the opinion of a growing num- 
ber of agencies, advertisers, and broad- 
casters, SPONSOR discovered recently. 

This reaction, from the radio-TV di- 
rector of one of New York's biggest 
advertising agencies, is typical. Hop- 
ping mad. he told a sponsor editor: 

"That FCC ruling about 'labeling' 
transcription and film programs as 
such on the air is just plain archaic. 
Its based on the out-of-date assump- 
tion that 'live' programing is some 
kind of 'butter' and anything else some 

kind of 'margarine' or substitute. It 
takes no notice of the improvements in 
transcribing, such as the tape recorder. 
It ignores the great strides made in the 
production of TV programs on film. 
With more and more national adver- 
tisers using 'recorded' entertainment 
on networks and at the local level, this 
law is nothing more than a drag on the 
efficiency of the medium." 

The ad manager of a firm whose ra- 
dio show, formerly live, is now aired 
weekly from tape recordings, ap- 
proaches the problem from a slightly 
different tack. He stated: 

"Who is the Federal Communica- 
tions Commission protecting with its 
transcription law? The networks and 

Illicit radio and TV audience thinks of e.t. and film shows 


"More enjoyable' 

Public preferences: tran- 
scribed vs. live radio* 

"More enjoyable" 
"Equally enjoyable 
"Less enjoyable" 


Public preferences: live vs. 
live TV* 


"Equally enjoyable" 
"Less enjoyable" 

Recognition of whether radio 
shoivs are live or e.t* 

Recognition of whether TV 
film show is film or live* 

Correctly identified 
Incorrectly called Live 



as film 

Alan Young Ed Wynn 

42.2% 27.1% 

Incorrectly called Tran- 
scription 6% 

Did not rec- 
ognize 57.8% 72.9% 

NOTE: Both programs tired in N.Y.-N.J. area 

Fairfax M. Con*' 

President, Foote, 
Cone & Belding 

right and justified. 
Some others, on the 
other hand, are ar- 
chaic and should be 

erased from the books or amended. The 'by 
transcription' requirement is one of those 
that seems to belong in the latter category. 
"It is hard to see how public interest is 
served by this requirement in radio. I am 
also concerned because television has fallen 
heir to the same sort of thing, so far as TV 
films are concerned. 

"The implication that the shoiving of a film 
on TV is somehow less desirable than live 
broadcast, seems to me absurd. Many of the 
finest things on TV can't be done live. They 
have to be film. As TV broadens its field, 
this will probably be even more true. 
"Under the circumstances, I hope the rule 
will soon be rescinded that makes it man- 
datory to 'tag' every 'mechanically repro- 
duced' air show." 

advertisers? Not today, with some- 
thing like one-third of radio's com- 
mercial network shows being aired in 
part or entirely from transcriptions, 
and with several top-rated TV shows 
from films. Radio and TV stations? 
Hardly, since they've borne the brunt 
of that ruling for years, and would 
like very much to get rid of it. The 
public? Perhaps, but I doubt it. 
Transcription and film quality is so 
good that the public can't tell 'record- 
ed" from 'live' programs today in most 
cases. Continuing the law in its pres- 
ent form means that the public's en- 
joyment of many a good show is 
dampened, and nothing is gained." 

Hot words? Maybe. But sponsor 
researchers heard similar complaints. 
over and over again, while interview- 
ing leading admen for this report. 

The focus of the controversy is fa- 
miliar to everyone in the business of 
broadcast advertising. It's the Fed- 
eral Communications Commission rul- 
ing, drafted in 1932 by the FCC's 
predecessor agency, which causes all 
transcribed and tape-recorded pro- 
grams in radio, all film or partly-film 
programs in TV, to be identified clear- 
ly on the air. This tag is given, with 
no monkey business allowed by FCC. 
usually at the beginning and end of 
each show that's not completely "live." 
Here's how the FCC summarizes its 
rule in its published regulations: 

"A licensee shall not attempt af- 
firmatively to create the impression 

that any program being broadcast from 
mechanical reproduction consists of 
live talent." 

To many an advertiser, the contro- 
versy that has simmered around this 
ruling may seem to be without mean- 
ing, and rather like a discussion of 
some of the nation's more humorous 
"forgotten" laws. However, SPONSOR 
learned that the FCC regulation, far 
from being an obscure "blue law," is 
an active topic in more and more ad- 
vertising discussions. 

Objections by admen to the FCC's 
rule split, more or less, into two main 
categories : 

1. Complaints based on the histori- 
cal development of the law, with many 
admen saying that the law is "un 
istic" in the light of performance qual- 
ity of transcriptions, tape recordings, 
and films today. 

2. Objections based on the publics 
known attitudes toward entertainment 
which is pointedly identified to them as 
"canned" (see charts, opposite page I 
and the corroding effect of public "neg- 
atives" on the advertising and rating 
efficiency of programing. 

Oddly enough, the recent griping has 
had but little effect on the Federal Com- 
munications Commission itself, case- 
hardened by years of frontal attacks 
on its law by various industry seg- 
ments. A discussion of the subject by 
sponsor with George Gillingham, a 
public information official of FCC, pro- 
duced the following statement: 

"Yes, the FCC is aware that the 
quality of radio transcriptions, tape 
recordings and TV film programs has 
improved greatly in recent years. But, 
we have no present plans to review the 
matter. For one thing, we're too busy 
these days with television matters such 
as the lifting of the 'freeze.' We sti 
feel that the public ought to know 
when it is listening to some form of 
'recorded' entertainment." 

In other words, the FCC today st; 
makes a distinction between "mechani- 
cal reproduction" and "live" shows. 
On the recorded or "second best" side 
is everything from the disk jockey with 
his rack of popular records, to si 
blue-chip network "taped" shows as 
Bob Hope, Duffy's Tavern, Richard 
Diamond, and Bing Crosby. 

There's no attempt by the FCC to 
separate $30,000 non-repeating tape- 
recorded Crosby shows where the use 
of tape is merely a facility from a 75^ 
(Please turn to page 82) 

high-fidelity, as in CBS tape recording shown here, 
ven watered-down 1932 law outdated now in radio-TV eyes 

U.S. Tobacco glamorizes the dealer 

Tobacco shop is focal point in Martin Kane AM and TV 

dramas. Shows arc major factor in sales increase of $4,000,000 for 1951 

^■HPl The I nited States Tobacco 
^MIAmI Company has come the 
closest oi all national air advertisers to 
achieving the ideal in advertising effi- 
ciency — namely a program which is 
virtually all commercial and still a 
pronounced click with an audience. 
For U.S.T.'s Martin Kane detective 
dramas on both radio and TV are ac- 
tually built around a commercial — a 
tobacco store setting. 

This smartly-contrived shop (see pic- 
ture) has I 1 1 created for TV advertis- 
ers in general an imaginative example 
of how to integrate point-of-sale with 
the program, (2) lent dignity and per- 
sonal'tv to the products' purveyors, 
and (3) provided a showcase for the 
sponsor's broadly diverse line of tobac- 
co products and brands, resulting in a 
steady upsurge in sales. 

The central figure in the commer- 
cials is a retired police captain, who is 
the proprietor of the shop. This same 
"dealer" participates as well in Martin 
Kane's adventures — a transition that is 
as acceptable as it is smoothly per- 

Until recently, virtually all of the 
customers portrayed on the programs' 
tobacco shop were men except for spe- 

cial promotions like Father's Day and 
Christines. But this fall, U.S.T. added 
two new products, Sano and Encore 
cigarettes and added to the effective- 
ness of the commercials by having 
women shown buying the products in 
the tobacco shop. Sano, a denicotin- 
ized cigarelte, is the first of its type to 
be pushed nationally. 

As for effectiveness, U.S.T. products 
sold so well last year that the firm is 
well ahead of the industry's average in- 
crease in sales, largely as a result of 
the Martin Kane shows. Although En- 
core and Sano have onlv been on the 
air since July, sales of both cigarettes 
as well show the successful impact of 
the radio-TV tobacco shop format. 
Though the company is hesitant about 
releasing figures, it's known that 
they're having difficulty in meeting cig- 
arette demand. 

The over-all rise in net sales of 
U.S.T. for 1951 over 1950 is 18.5% 
for the first nine months of '51, and at 
the rate the company has been pro- 
ceeding, final figures for the past vear 
will put the annual sales to*al at about 
$27,500,000, sponsor estimates. This 
includes the sale of smoking and chew- 
ing tobaccos, snuff, cigars, and cigar- 

ettes; sales show a marked increase 
over the industry averages, compiled 
by the U. S. Government from the sale 
of excise stamps. Government compar- 
isons of 1951 sales over 1950 yield an 
industry average of plus 5.41% for 
cigarettes; plus 3.55% for cigars; and 
a drop of — 3.46% for smoking and 
chewing tobaccos. 

The U.S.T. increase in sales has led 
to an increase in the advertising bud- 
get, with the '51 budget set at approxi- 
mately $2,250,000, about 12V 2 % great- 
er than that of 1950. Of this budget, 
85% of the money is ear-marked for 
radio and TV, with the company using 
network radio and TV, AM spot pro- 
grams in special markets, and a two- 
month spot TV announcement cam- 
paign last summer (on the same 62 sta- 
tions which carry the Martin Kane 

The greater part of the budget goes 
for the Martin Kane shows, with the 
1951 AM time total set at $511,730, 
and a production cost of approximate- 
ly $182,000, for a 52-week broadcast 
schedule each Sunday over NBC (4:30 
p.m. E.S.T.). The estimated costs for 
the TV time and talent are $797,385 
for time and $540,000 for production. 












49 19 

50 195iy 











Since the TV program took a seven- 
week hiatus last summer, these costs 
are for 45 weeks. (There was no radio 
hiatus.) Weekly, the AM production 
nut is $3,500 and TV is $13,500. 

The radio costs in 1951 were about 
$132,000 less than in 1950 due to the 
lowering of net rates, but this saving 
was offset by a jump of $403,000 in 
TV costs. During the past two years, 
U.S.T. has not advertised in maga- 
zines, and the newspaper space has 
been negligible, amounting to only an 
estimated $54,000 annually. Farm 
newspaper advertising for Model was 
$90,000 during the past year. 

25 FEBRUARY 1952 

These figures do not include outdoor 
advertising, which the company par- 
ticipates in for its number one snuff 
product, Copenhagen, nor do they in- 
clude the 20 across-the-board 15-min- 
ute broadcasts for snuff products in 
Southern markets, or the two-month 
TV announcement campaign last sum- 
mer. The remainder of the budget goes 
for point-of-sale merchandising, direct 
mail, posters, and displays. 

The radio and TV expenditure ac- 
counts most heavily for the financial 
success of U.S.T. since the firm has 
been on the air since 1933 with the ex- 
( Please turn to page 88) 



How Purina profited 
bj farm station contest 

Over 50 entries from outlets carrying 

Ralston-Purina programs provide sponsor with 

merchandising ideas, good will 

JJJB^. Farm radio, to most of the 
| air advertisers who use it, is 
W simply a useful and result- 
bringing advertising medium — period. 

All too seldom do farm air sponsors 
ask themselves questions like these: 

"Am I helping to develop new farm 
radio techniques?" 

"How can I bring my dealers and 
farm stations closer together?" 

"What am I doing to build more 
farm radio listening?" 

If you were to put questions of this 
sort to the average farm radio user, 
chances are you'd get a blank look, and 
a response that might be: "Why should 
we concern ourselves? After all, that's 
a station problem." 

Nol so in the opinion of Gordon M. 
Philpott, the tall Canadian-born adver- 
tising director of one of farm radio's 
pioneers, Ralston Purina Company. 


The "let-George-do-it"" attitude also 
doesn't sit well with admen like Jack 
Leach, executive of the Gardner agen- 
cy. Ralston's ad counsel, or with Maur\ 
Malin. Chow advertising manager. 

Bv concerning itself intensively with 
what might seem purely a station prob- 
lem. Ralston Purina has found that 
there's a real pay-off in sales, promo- 
tion ideas, and station good will. Clear 
proof of this is to be found in the re- 
sults of Ralston's "Purina Farm Radio 
Promotion Contest.'' which wound up 
recently in a blaze of che-kerboarded 

The contest offered a handsome prize 
list to stations doing outstanding pro- 
motion jobs for Purina between 1 Oc- 
tober and 15 December of last year. 
Nearly 50 stations of all sizes vied for 
prizes ranging from a snappy Plym- 
outh station wagon to portable tape 
recorders. Judging wasn't easy, either, 
since there were at least 15 finalists. 

In many ways, the contest was Ral- 
ston's way of saying "thank you" to 
farm radio. There's good reason for 
gratitude on Ralston's part. For near- 
ly 30 years, radio has sold countless 
red-and-white sacks of the farm feeds 
known to Ralston customers as 
"chows." Today, Ralston is itself 
thoroughly sold on farm radio. 

The giant feed -and -cereal firm 
spends about 50% of a $1,500,000 
Purina ad budget in a long and varied 
list of farm programs on nearly 500 
radio stations. Results from these 
shows can be summarized bv the fact 
that Ralston Purina is far and away 

the biggest thing in the U. S. farm feed 
industry. Ralston actually has long 
played the interesting role of a sponsor 
who is one of radio's biggest boosters. 

For instance, two season* ago in a 
speech before a group of farm radio 
directors in Chicago, Gordon Philpott 
stated : 

"I believe radio executives are just 
starting to wake up to their most im- 
portant asset, their most potent hedge 
against television — the farm audience." 

Ralston does a great deal on its own 
to "wake up" radiomen to the poten- 
tialities of farm radio, and the "Purina 
Farm Radio Promotion Contest" is 
just the latest example. 

Take the matter of "station rela- 
tions." Ralston, not content to be in 
contact with its long list of farm sta- 
tions purely by the normal agency 
timebuying channels, has a new tech- 
nique. On the Ralston agency's pay- 
roll as a specialist in farm radio is 
easy-going Marshall Smith, formerly 
assistant farm director of Tulsa's 
KVOO. Smith is constantly on the go, 
swapping stories with farmers, Purina 
dealers, and farm broadcasters. 

Said the farm director of a big Mid- 
western station to sponsor: "I don't 
feel that I'm talking to a big agency- 
man when I talk to Marshall Smith. 
He's the kind of guy who talks my lan- 
guage, and knows my problems." 

Ralston also works closely with the 
International Association of Radio 
Farm Directors, often has one or more 
of its executives or agencymen sitting- 
in at IARFD meetings and conven- 

Winil 1si P rSzt * campaign 
TflUU teas varl-Savvte€l 

All IflOi promotion for Purina was 
built aroiui/l " !///,<■ <V Ike" jiiii-jeed- 
ing contest . The buildup included: 

1 Banquet for Purina dealers 

2 Dealer meeting broadcasts 

3 Outdoor signs 

4 Mailing to dealers 

5 Personal calls on dealers 

G Pigs loured in district 

7 On-the-air announcements 

H Newspaper advertising 

9 Tapes of pig contests 

I© Pet contest for kids 

tions. The theory behind this — and it 
sesms to work — is that farm radio cli- 
ents and broadcasters should meet as 
often as possible to discuss problems. 
Through such efforts, Ralston has 
achieved a sort of folksy, friendly re- 
lationship that's rare in broadcast ad- 

The warm feeling that most farm 
broadcasters have for Ralston Purina 
is, in large part, the reason for the 
general excellence of the entries sub- 
mitted in the firm's radio promotion 

[Please turn to page 91 ) 




the TV program that is changing the habits of the naticit 

20/000 mail requests from an advertiser's announcement at 8:20 AM 

in the morning . . . and among these requests to Dave Garroway for a 
free issue of Kiplinger's "Changing Times," thousands of statements that 

people are actually changing their living habits to watch "Today." 



im >*-* 

"Yon ccrtaitilji started the day in tins household with a smile . . ." 



/ r1,,r to the TV . . . to dress, of all 
ts. in the dining room! . . ." 


"Enjoying firsthand news neglecting 
the wash! It's worth it! . . ." 


H pleasantest and most interesting 
k*r-upper' I've ever seen . . ." 


"glued to my TV set-as I have coffe< 
on the floor . . ." 


■•/'/ folks, 7 ', yt ins . . . just eon- 
ers on a farm . . . we'll be there each A.M." 



MARKETS are reached on a national scale, ivith JO 

stations already taking the show live. 

RESULTS start the day your first commercial hits 

the air and is seen by the entire family, 

before the shopping day begins. 

PRICES start as loir as $2,200 for time and talent. 




SPONSOR: K. .1. Donovan tGENCi : Man Lam 

1 \PM 1 1 CASE HISTORY : Donovan, a chinchilla breed- 
er. sponsors Fur Fun, a IS-minute once weekly program. 
His aim: to increase sales of chinchillas for breeding pur- 
poses. 11 hen his program started i $ 122.50 a show I Dono- 
tan had tWO retail outlets. After nine shows Donovan 
opened seven ueii stores to take care of increased busi- 
ness; sold 72 pairs of chinchillas at an average price of 
$1,000 a pair: had more than 1.000 sales leads. 

KNXT, Hollywood PROGRAM: Fui Fun 

SPONSOR: Sell Ur-Sell VGNECi : Direct 
CAPS! II. CASE HISTORY : The product, comparatively 
high priced, is storm windows (average sale $250 I . Con- 
stantly seeking new customers, Sell-Ur-Self runs one-to- J 
three-minute live product and installation demonstrations, i 
In four months on TV , $900 tveekly, sponsor increased j 
sales 600' | over and above his pre-WATV mark. Further, 
this \utley, N. J., firm, because of continued sales in- 
creases, has quadrupled its original sales staff. 

\\ \T\. Newark PROGRAM, Feature Films 




SPONSOR: D. H. Holmes Ltd. \(,K\0 : Din, i 
CAPSULE CASE HISTORY: D. H. Holmes promotes a 
variety of "specials" and sales items through TV. Dur- 
ing a recent Sunday night sponsorship of Kiernan's 
Kaleidoscope, Holmes mentioned children's cotton paja- 
mas at $1.29 a pair. The next day Holmes sold out its , 
original stock of 50 dozen and had to turn customers away 
until they could reorder. This meant a minimum sales \ 
gross of $774 for one of many items sold on the $160 • 
weekly show. 

WDSU-TV, New Orleans PROGRAM: Kiernan's Kaleidoscope | , 



SPONSOR: Dishmastei Dealer AGENCY: Direct 
CAPSULE CASE HISTORY: The local Dishmaster dealer 
wanted to spur sales by means of home demonstrations. 
To achieve this, an announcement on Cactus Pete, a chil- 
dren's show, mentioned a free gift for the kids. The stipu- 
lation: mothers permit a home demonstration of the ap- 
pliance. The first two announcements, $67.50 each, 
brought 204 requests for the gift. For Dishmaster sales- 
men it meant 204 leads, potential sales. 

\\! WD. Dayton PROGRAM: Cactus Pete 

SPONSOR: Bowman Biscuit Co. AGENCY: Ball & Davidson! 

CAPSULE CASE HISTORY: Bowman utilized a series of\ 
live two minute participations to sell its May fair cookies* 
in the Ft. Worth-Dallas area. Cost: $50 per participation. 
In a few months, more cookies have been sold than ever 
before in a comparable period. J. J. Sanders, Bowman 
vice president, adds: "Television s impact can be mea- 
sured by the many grocers who have commented that cus- 
tomers say 7 saw it on television and it looked so good.' I 

WBAP-TV, Ft. Worth PROGRAMS: What's Cooking Al 
and Playtime 



SPONSOR: Beverages By Hammer VGENCY: Ted Bernstein 
• M'-l II 1 W HISTORY: Hammers once-weekly par- 
ticipation on the Ted Steele Show combines a live pitch by 
Steele with a 30-second film showing its bottling of bev- 
erages. Sales stimulant at the close of commercials is the 
mention of a different Hammer distributor each time. As 
a result of Hammer s $150 expenditure, the agency says 
L951 sales are up 1.")',' over L950 and individual distribu- 
tors report marled increases after TV mentions. 
WI'IX. New York PROGRAM: Ted Steele Show 

SPONSOR: Borden Co. VGENCi : Young & Rubied 
1 VPS1 I 1 1 VSE HISTORY: Borden's Eagle Brand con\ \ 
densed milk recently spotted a 35-second commercial on'- 1 
Treasury Men in Action, the weekly Borden's Instant Com 1 
fee show on NBC-TV. Eagle's aim : to feature a Border I 
developed recipe, magic chocolate truffles; offer a cop\ 1 
of Eagle Brand Magic Recipes. Thus it hoped to stimulati 
condensed milk usage. As a result of the recipe boot 1 
mention. Borden's pulled over <S,000 requests in the first 1 
</u\ 's mail. 

NBC-TV, N.u York PROGRAM: Treasur) Men in \ctio 


This is the question which three members 
of the Delaware Press ask prominent 
Delawareans when they appear before 
WDEL-TV's cameras, Thursdays at 
10:30 P.M. This program — interesting, 
stimulating, provocative — is Delaware's 
own press conference now in its second 
year. Recent guests, some of whom are 
pictured, include Delaware's Senators 
and Congressman, City and State 
Officials, community leaders. "May We 
Quote You?" is one of many programs 
presented by WDEL-TV as a service 
to its viewers. 


Wilmington, Delaware 

Represented by 


Delaware P. T. / 

New York • Los Angeles 

25 FEBRUARY 1952 

I magic names 

Female Vocalist 


bme Dance Band 


gram of popular music staged in 
Club Rendezvous. 
This 15-minute, 5-time-a-week 
show, complete with voice tracks by 
Patti and Ray, is smashing all 
records — IT'S MAGIC! 


He amir sub... 

11 hat has radio done to Improve its programing 
structure and thinking to meet eompetition? 

ing, Marketing 


picked panel 
Mr. Yoell 

"Extra! Extra! 
Extra!." is the 
familiar chant of 
the newsbo) who 
has a hot edition 
on his hands, and 
I believe "extra" 
is the key to the 
thinking in 
day's radio 
Mr. Reeg ket. Extra mer- 

chandising vali 
are asked for by clients and ad agen- 
cies in a bid to tie the entertainment 
program to the market shelf. 

An example of this is the ABC 
Sammy Kaye Sunday Serenade pro- 
gram which has been on a weekly re- 
mote origination tour, making appear- 
ances in Sylvania dealer cities. The 
extras to the sponsor in this case ac- 
crue to him in the form of better deal- 
er home office relations, local dealer 
prestige, etc. 

Extra program value is necessary to 
stay competitive today. The growth 
of TV in the country's major markets 
has forced a sharing of the broadcast- 
ing ear and eye. The present jittery 
state of world affairs has fed startling 
headlines into newspapers, kept read- 
ership high, and attracted new advertis- 
ing dollars. To meet this situation we 
have programed the extra of name 
value. Case in point tin new Marlene 
Dietrich show, Cafe Istanbul. The pub- 
licity campaign that is building, after 
being on the air onlj -i\ wick-, based 
on the glamour of this amazing per- 

sonality, is an extra that an advertiser 
would ordinarily pay many, many dol- 
lars to capture. 

The third extra I'd like to mention 
is in the program idea department. 
ABC has been represented by such pro- 
graming as The Greatest Story Ever 
Told and Stop The Music. We are try- 
ing to inject the kind of impact repre- 
sented by these programs into our cur- 
rent thinking in the field of news and 
special events and in fashioning prop- 
erties geared to seasonal and short 
term, special interest advertisers. 

Father Day's panacea for all of his 
problems, "give them more of the 
same," cannot apply any more to radio 
thinking. We've got to have the an- 
swer when, after listening carefully to 
a program pitch, the client says, 
"That's fine, but what else can you do 
for me?" ABC's answer is "Extra! 
Extra! Extra!" 

Leonard Reeg 

Vice President in charge 
of Radio Programs 


New York 

What a question! 
Who says radio 
is in a position 
where it has to 
improve to meet 

I wouldn't at- 
tempt to speak 
for all radio, but 
here at WNEW 
we feel we're fol- 
lowing pretty 
much the same pattern established a 
long time before there was any televi- 
sion — and we have been winning wider 
acceptance, year after year! Righl 

now. four years after television imad- 


ed New York, we have a larger listen- 
ing public than ever before! 

Would it not be more appropriate 
ynd fruitful to ask the TV boys what 
they can do to improve their product, 
to meet the competition of radio? Af- 
ter all, radio is solidly established in 
95.6% of the American homes. Tele- 
vision thus far has offered little more 
than a visual version of a good portion 
of the staples of network-type radio. 
Once the novelty of having a new TV 
set has worn off, people would just as 
soon go back to radio for those sta- 
ples, and be left free to do all the 
things they were able to do while lis- 
tening to their radio. 

Basically, television has offered 
nothing so far to compete with radio 
as a prime medium of information and 
easy-listening entertainment. In this 
day and age where time for most of us 
is at a premium, people turn more and 
more to radio, the medium which does 
not compel them to focus attention in 
order to get the news, or to be enter- 
tained while they go about their daily 
tasks — whether those are performed in 
the home, at office or factory, or even 
while they are driving. By program- 
ing with an acute awareness of, and 
interest in, this type of audience, 
WNEW has increased its following. 

Something else that radio has been 
doing in recent years that is frequently 
overlooked, is its honest effort to knock 
down the artificial standards whereby 
we were always supposed to plaj down 
to the audience. I don't think the 
"competition" has gone along with 
newei trend of esteem for the audi- 
ence. Much of the competition's pro- 
graming would seem to indicate that 
the) have even knocked a couple of 
years off the imaginary "13-year-oM 
average radio listener" that we used 


Mr. Wailes 

to hoar so much about. Radio, on the 
other hand, has constantly initiated 
adult programing ideas with success- 
ful results. 

One of the most significant sign- 
post- that the shoe should be on the 
other foot, is the steady march recently 
of sponsors, out of television, and back 
to radio! 

Bill Kaland 
Program Director 
New York 

The question re- 
minds me of that 
old bromide, 
"Have you stop- 
ped heating your 
wife?" You start 
from the premise 
that radio pro- 
g r a m i n g and 
thinking has been 
either inferior or 
erroneous. I do 
not agree with that opinion. 

Radio programs, as with everything 
else, can be judged only by viewing 
them in the light of their contemporary 
times. Does a beard improve the ap- 
pearance of a male? Only during those 
times when beards are being worn. Are 
the poodle and horse-tail hair-styles im- 
provements? They are in the minds of 
those wearing them. So with radio. 

Radio, being the most flexible of all 
advertising media, is always in tune 
with the times. This may sound like 
a bold statement. It is intended to be. 
Broadcasts featuring John McCor- 
mick and Lucrezia Borgia were fine pro- 
grams in 1926 — a time when many of 
today's self-appointed critics were too 
small to reach the earphones. Ezio 
Pinza and Lily Pons thrill today's au- 
diences, often with the identical songs 
sung earlier. The Rose Bowl broad- 
cast in 1927 was no less exciting be- 
cause it occurred a quarter of a cen- 
tury ago. 

Radio is. and has been from the very 
beginning, the medium of the people. 
Unhampered by "tradition," and un- 
fettered by a vision to formulate opin- 
ion, radio, through its programs, edu- 
cates, informs and entertains. When 
the public indicated a program pref- 
erence, schedules were changed to con- 
form to the listeners' wishes. 

Today many think of radio in terms 
of news and music. But the first com- 
(Please turn to page 95) 

^Here's another sales-scoring "plus" for WDSU 
sponsors. The latest PULSE and HOOPER both show 
"Top Twenty At 1280" the most-listened-to late aft- 
ernoon radio show in the New Orleans area. Put 
your sales message on WDSU— and you'll reach 
the vast "Billion Dollar New Orleans Market"! 

25 FEBRUARY 1952. 

Write, Wire 
or Phone Your 


J\}\ you ask of the cash that you carry is to carry you through the day . . . 

I hit on CBS Radio, the pocket money of the average businessman ($30.15*) can do 

much more. It delivers advertising to 27,400 actual listeners— 8,400 more than 

on any other net /cork. (Based on average CBS Radio program, NRI, Nov. 4-10, 1951.) 

Among costs of doing business today, the low cost of radio is in a column by itself . . . 
and among networks, so is the low cost of CBS Radio. 

The cost-per-thousand listeners on CBS Radio — $1.10 — is :>0 r /f less than on 
any other network. And whether you compare it with Medium "B" (a certain daily) 
or Medium "C" (a certain weekly) or with any other through Medium "Z" — 
CBS Radio delivers more circulation for the money and more advertising attention. 

Let your advertising talk where your customers listen most— on 

The CBS Radio Network 

This SPONSOR department features capsu 
brort-.. ' ijvertiiing significance culled from 
merits of the industry. Contributions t 

If \iiu need an Arabian sheik in full 
costume, a lad) magician, or an atomic 
physicist for a radio or TV show, give- 
awaj prizes for a quiz program, or an 
aiti-i to design T\ sets, you might tr\ 
II. Roffman. 

Free service offers bizarre personalities for rtidio and TV 

who appeared on Public Prosecutor. 
DuMont; Rose Mackenberg, a "ghost 
detective" who dehunks phony spir- 
itualists, who appeared on Mike and 
Buff, CBS-TV; a deep-sea diver for 
Happy Felton's Talk Back, ABC-radio. 
Main purpose of the free service, 
says Roffman. is to build good will for 
his organization. Offices of Richard 
H. Roffman Associates are at the Ho- 
tel Sulgrave, 67th Street and Park Ave., 
N. Y. C. * * * 

WTMJ-TV bentl-aml-slreleh 
shoiv pulls viewers, sponsors 

Early-morning exercise shows on 
the radio started practically with the 
advent of the medium. The Metropoli- 
tan Life Insurance Company was spon- 
soring such a program on WEAF. 
New York, and two other eastern sta- 
tions way back in 1925. Today — and 
proving quite a natural for the visual 
medium — similar programs are be- 
ginning to turn up on TV. 

One of the pioneers of a video bend- 
and-stretch is the daily Figure Fun 
program on WTMJ-TV, Milwaukee. 
This quarter-hour show, aired at 9:15 
a.m. and aimed at the women, started 
in the fall of 1951, already boasts four 
local sponsors I three single-day, one 
twice-a-week) which means that it's 
booked solid. Its sponsor-appeal, says 
the station, comes from the fact that 

Roffman's file includes Zulu artist's model 

Roffman is the sultan of his own 
public relations and publicity outfit in 
New York. For the past seven years, 
he has been offering a free service to 
radio and TV and film producers from 
coast to coast, filling requests and pro- 
viding information. He maintains: 

1. A file of 1,500 interesting and 
unusual people in the arts, sciences, 
professions, business, public affairs; 
performing theatrical talents, practi- 
tioners of varied hobbies and crafts, 
members of ethnic groups. They are 
available to appear in shows, take part 
in forums, cooperate in tieups, testi- 
monials, endorsements. 

2. A file of product-, services, re- 
sort and restaurant offerings available 
for giveaway prizes. 

3. A file of 1,500 free-lance artists, 
photographers, graphic arts specialists, 
industrial designers, decorators, archi- 
tects, m.c.'s, others. 

4. A general where-to-find service. 
Among personalities Hoffman has 

obtained have been Burton Turkus, 
former prosecutor of Murder, Inc., 


the program must be closer) watched in 
order to catch the various stream-lining 
maneuvers, and the audience must be 
therefore extremely wide-awake. 

Figure Fun features Ginka Vogel, a 
professional dancer who for a year 
previous to this show, did weekly dance 
acts on a WTMJ-TV variety show. 
The reducing techniques and dance 
routines she demonstrates take on ex- 
tra sparkle from ideas and imagination 
she puts into conducting routines. Plen- 
tiful viewer mail has been demonstrat- 
ing that the program is well received. 

The Figure Fun idea first appealed 
to the Stone O'Halloran, Inc. agency 
of Milwaukee, which straightway came 
up with sponsors across the board. 
Adelman Laundry, Krambo Food 
Stores, and Schwaben Hof Restaurant 
are single-day sponsors, and a mens 
clothing store — Friedman Stores for 
Men — picks up the tab twice a week. 
A men's store which sponsors a pro- 
gram aimed chiefly at women is an 
oddity, but Friedman Stores turns the 
whole situation to its own advantage 
with the slogan, "The Store for Men 
Most Women Prefer.'' • • * 

Advance promotion paves 
"suniiij" path for Tartan 

Tex and Jinx spearhead Tartan 1952 campaign 

Though icy winds are still sweeping 
across most of the country, Tartan 
Suntan Lotion, which last year spent 
about 50% of its $600,000 ad budget 
in spot radio and TV, is currently an- 
nouncing its summer selling season to 
the entire drug trade, wholesale and 

From sunny Bermuda, 70,000 post 
cards with a full-color photo of "Tex 
and Jinx" and sons on one side (see 
photo) are going out to all prospec 
live Tartan-stockers. On the card, 
the NRC-TV family announces its over- 
all role in Tartan 1952 advertising. 
The) will be featured in Tartan maga- 
zine ads for June and July, in subway > 


posters, point-of-sale displays in over | 
10,000 drug store window-. 

It is only in the summer that Mc- 
Kesson & Robbins actively advertises 
its suntan soother to consumers. I see 
"Tartan's summer strate»\ : beaut] and 
radio," sponsor 9 April 1951). Strat- 
egv last vear was to display bathing 
beauties on TV and in full-color maga- 
zine ads (which took the other half of 
the 1951 ad appropriation) as well as ' 
radio announcements over some 100 

This year Tartan will have a record 
ad budget, announces agency J. D. 
Tarcher & Co. The 1952 summer sat- 
uration job in spot radio using short, 
fast copy correlated with weather re- 
ports, will be launched in all major 
cities in the country. In New York 
alone, more than 2000 announcements 
are scheduled. Also planned are par- 
ticipations in programs of top radio 
personalities, as well as TV spots in 
selected key areas. * * * 

Landsberg tells execs secret of KTLA s 

Klaus Landsberg, general manager 
of TV station KTLA, Hollywood, told 
125 ad executives and timebuyers gath- 
ered at New York's Metropolitan Club 
on 1 February how his station garners 
high ratings, builds local interest. The 
key, he said, is all-out local promotion, 
following lead set by aggressive theatre 
managers who make their theatres a 
center of community interest. Also 
present were I in photo, back 1. to r. I 
Fred C. Brokaw. exec, v.p., Paul H. 
Raymer Co., I KTLA rep): Paul Rai- 
bourn, president Paramount TV Pro- 
ductions: Paul H. Raymer; Lands- 
berg; Ralph E. McKinnie, TV sales 
manager of Raymer. 

To acquaint New York radio editors 
with Beaver Brand frozen clam chow- 
der's new participation schedule on 
Carlton Fredericks' Living Should Be 
I Please turn to page 80 I 

25 FEBRUARY 1952 


Vice Pres. Gen'l Mgr. 
Associated Program Service 151 W. 46th, N. Y. 19 

Renewing Contracts 

We got a lot of response to an item 
in the January issue of our subscriber 
newsletter ("The Needle") on contract 
renewals with local advertisers. Some 
stations say we have given them an im- 
portant change in their local time con- 
tracts; others say we're 'way off. The 
problem was this: how to avoid losing 
those 52-week contract advertisers who, 
when asked to sign a renewal, drop out 
instead. It's a common problem and an 
irritating one. Our solution is too long 
for this short column; if you're inter- 
ested write for a free copy of "The 
Needle" . . . while they last. Then tell 
us what you think! 


We think our upcoming announce- 
ment will be the biggest and most ex- 
citing in radio library history. Watch 
for it — and do nothing 'till you see us 
at the NARTB convention! 

New Calendar Pages 

Second-quarter sheets for the APS 
Merchandising-Programming Calendar 
(April-May-June) will be released 
shortly to all APS subscribers and 
others who requested them. If you're a 
non-subscriber, haven't written already, 
and are using the first-quarter pages, 
drop us a line and we'll send you the 
next batch. Printed in quarters this is 
probably most current calendar avail- 

Apologies to Sponsor 

. . . for lifting an item right out of 
its own pages for this column. Bob 
Foreman wrote this in a review of the 
Mario Lanza — Coca-Cola Show in Spon- 
sor for January 28: 

"After watching two second-rate 
fighters swing at each other 
through eight rounds, a fitting cli- 
max to a dull evening of TV-ing, 
it was a rare pleasure to he able 
to hear the pictureless charm of 
the Coca-Cola show featuring 
Mario Lanza. 

"In fact, it's often quite a relief 
not to have to glue your eyes to 
that small glass-fronted box, and 
when you get good music in re- 
turn for shutting the infernal ma- 
chine off, you are doubly reward- 
ed. Which is why it's my bet that 

pleasant music will always be a 
drawing card on radio — long after 
TV has run radio drama, and ra- 
dio comedy, as we know it, pretty 
much into the ground. Commer- 
cially, Coca-Cola's approach is 
that of a leader who doesn't deign 
to get into the ring with competi- 
tors. No bounce, no energy story, 
no nothing up till the middle 
break which was a tone-poem of 
no more than 30-seconds plugging 
the drugstore soda fountain as a 
good port these stormy days plus 
a short plug for the Cokes on tap 
there. The closing announcement 
couldn't have run 25 seconds and 
embarrassedly made the point 
that Coca-Cola was everywhere. 
"For a package product of low 
cost and great frequency (of pur- 
chase), Coca-Cola sure goes in the 
opposite direction of most adver- 
tisers. Since no one comes near 
the product in sales and few half 
hours on radio could be any more 
enjoyable than the Lanza stanza 
(especially for TV-refugees such 
as I), I'd give 'em A all around." 

More and more folks in the industry 
—and in the audience — are reflecting 
this attitude. Music alone seems to have 
the ability to override even the fascina- 
tion of the picture. From good music 
comes sheer enjoyment that needs no 
complement . . . and it's a wise program 
manager who keeps his schedule filled 
with the purest sounds of all — this very 
music. You can't find it all in that pile 
of free phonograph records, either! 

Speaking of Phonograph Records 

. . . did you know that broadcasters 
in foreign lands pay a royalty for every 
phonograph record they play? It aver- 
ages about 25c per play . . . which is 
why APS is such a well-liked feature 
at stations in South Africa, Hong Kong 
and other spots around the globe. 

Suppose you had to pony up 25c for 
every phonograph record you played 
. . . every single time you played it? 
How many of the discs you spun today 
would you have paid for at that rate? 
Considering that no such problem con- 
fronts a library user . . . and remem- 
bering that the average AI\S subscriber 
has unlimited use of our 16-inch tran- 
scriptions for less than 17c per month. 
what would you do? 


Take a Thrilling New 

Adventure in Smooth 


in Arkansas Aboard 


Here's a different D J who 
keeps sales spinning for spon- 
sors in this lucrative Young 
America market. 


New After-School 

Air Waves Cruise 

That Has Captured the 

TEEN-ACE, Young Adult 

From soft drinks to candy 
bars, gadgets to cosmetics, 
the BILL CREWS Show, tells 
'em, sells 'em and keeps 'em 
listening to KVLC. Perhaps 
you'd like to join the CREWS 
... 3 to 4 p.m. Mondays thru 

Phone, write or wire GLENN ROBERT- 
SON, Manager, KVLC, for details and 


What's New in Research? 

Which is better at presenting a characters "inner 
thoughts- 9 — radio or TV? 

How to let the audience in on a char- negative reaction to the use of a filter 
acter's '"inner thoughts 7 ' (the modern mike. A minute-by-minute graph pro- 
version of Shakespearean "asides") is file of the radio audience's reaction 
frequently an important problem in showed, as the outstanding character- 
dramatic programs on both AM and istic, that whenever a filter mike was 
TV. But, as a recent Schwerin Re- 
search Corporation study (reported ex- 
clusively here) points up, over-use of 
any one method of revealing thoughts 
may well lead to its eventual unpopu- 
larity in either medium. 

In testing the effectiveness of radio 
vs. TV in presenting "inner thoughts," 
Schwerin compared audience reactions 

to both radio and video versions of approval. 

used to indicate the heroine's thoughts, 
the audience's liking for what they 
were hearing dropped far down. In 
the TV version, the filter mike was re- 
placed by an offstage voice, which gave 
the character's thoughts as she, lips not 
moving, went about her stage business. 
Audience reaction to TV "think" se- 
quences showed no loss of audience 

the same dramatic play. TV presenta- 
tion of the opus got a higher liking 
score than the radio version (although 
the AM play was also well liked), 
largely because of the radio audience's 

According to Horace Schwerin, pres- 
ident of the Schwerin Corporation, 
"unrestricted use of the filter mike 
technique is most probably the cause 
of its lack of popularity." 


(National ratings; two weeks ending 12 January 1952) 
Number of TV Homes Reached* \ Per Cent of TV Homes Reached** 

Rank Program Homes (000) 

FUnk P opram Homes % 

2 Texaco Star Tli.al.-r 7.362 

4 Colpalc Comely Hour 6,999 

6 Colgat,- 1 ....,.<!> Il..ur iH.7> 

7 Show of Shows (Panic.).. 47.9 

8 Yon Bel Your Life 47.4 

9 Show of Shows (Camels).. 46.4 

7 Show of -,„,„. II a.nel-) «.,<>! 7 

8 Show of Shows (Panic.) 6,588 

10 Rose Howl Football 6,076 

*The Xielsen "X umber of homes reached" 
provides a reliuhl. ■ w.» ni, ,,f the audience 
actually delirerrd by each program's average 
telecast. It is based on nit electronic mea- 
surement of the performance of a virtually 

**The Xielsen ''percent of homes reached" 
gives a relati e measurement of the audience 
obtained by each program in the particular 
station areas where it was telecast — all TV 
homes in tha.se station areas able to view the 
telecast being taken as 100%. 

MM. TeleQue merge TV ratings reports on West Coast 

As of 1 February, American Re- since both organizations offered nearly 

search Bureau of Washington, D. C. identical service for L.A. and San 

and TeleQue service of Los Angeles Francisco, and both used the same 

and San Francisco combined forces to methods of data-gathering — personal 

issue joint monthly TV rating and au- viewer-diaries. Reports feature pro- 

dience analysis reports for the two gram ratings, audience composition, 

California cities. Field work and tab- and viewers-per-set for all stations in 

ulation of the ARB-TeleQue reports both cities. An added feature of the 

for Los Angeles and San Francisco is combined -.service will be cumulative 

being handled by ARB. Coffin, Cooper rating figures on daytime programs. 

& Clay, originators of TeleQue, will Both organizations will continue their 

take care of distribution and servicing activities in market research on a sep- 

of the new reports on the West Coast. arate basis. Merger pertains only to 

The merger was almost a natural the regular monthly rating service. 




Industry must make friends within the family circle. Radio helps! 

When a company makes friends of employees, 
suppliers, union leaders, and local government 
officials, it makes an effective start at good com- 
munity relations. 

But only a start! 

It's vital to make friends with families. Wives, 
especiallv. Mothers. Fathers. Sisters. Brothers 

It's vital, for example, that the families of 
a company's employees understand its aims, 
policies, problems. 

.And the way to reach the most families at the 
lowest cost., in community relations as in sales 
relations., is via radio. Radio is the longest- 
reaching of local media. The most flexible. And 
it has the largest audience — with more than 

90 percent of homes radio-equipped, in almost 
any given community. 

In the Boston, Springfield, Philadelphia, Pitts- 
burgh, Fort Wayne and Portland (Ore.) areas, 
Westinghouse stations offer 32 years' experience 
in helping industry make friends with its neigh- 
bors. Their skill and facilities are at the call of 
industrial management, advertising agencies and 
public relations counselors. 


National Representatives, Free & Peters, except 
for WBZ-TV; for WBZ-TV, NBC Spot Sales 

25 FEBRUARY 1952 





Meet Dorothy Kelley Carr, new- 
est WHEN personality. Mrs. 
Carr, long active in Syracuse 
civic and social affairs, is seen on 
"YOUR TOWN," daily at 10:45 
A.M. Her ready access to un- 
limited sources of valuable pro- 
gram material has made "YOUR 
TOWN" a viewing must for 
Central New Yorkers. 




ymem , 



Jack Purves 

buyer, N. W. Ayer & Son 

Any sports writer, or sports fan for that matter, knows that the 
travelling secretary of a major league baseball club has a job 
fraught with king-size headaches. Keeping track of a ball club and 
its accoutrements can easily lead to an ulcer, but the fact remains 
that he only has one team to worry about. 

If you want a real attack of migraine, try to imagine Jack Purves' 
job, buying time for the Atlantic Refining Company's schedule. 
Atlantic executives are convinced that men buy a major portion of 
automotive petroleum products and their advertising budget reflects 
this thinking. 

Working with an assortment of co-sponsors, Atlantic's schedule of 
radio advertising includes: Coverage of the Boston Red Sox, Phila- 
delphia Athletics and Phillies, Pittsburgh Pirates, and New York 
Yankees I outside New York City) during the baseball season; Sat- 
urday afternoon broadcasting of top-notch college football games 
(about 100 stations) ; Sunday afternoon coverage of the Cleve- 
land Browns, Philadelphia Eagles, and Pittsburgh Steelers in the pro 
loop; and a heavy news schedule in the South on a year-'round basis. 

Television viewers are not overlooked. Atlantic catches the Sunday 
stay-at-homes with telecasts of the Cleveland Browns, Pittsburgh 
Steelers, and Philadelphia Eagles. 

Jack was born in Philadelphia in 1913, attended Upper Derby 
High School, and went to work in the Ayer file room in 1930. Ex- 
cept for a 30-month grand tour of Europe (dressed in a popular 
shade of khaki I Jack has been with the same agency, moving 
through the space buyer ranks, and thence to New York when the 
radio department was moved there in 1940. 

He has been handling the timebuying activities of Atlantic's con- 
stantly expanding advertising budget for the past five years. The 
sponsor's entrance into TV did not represent too great a financial 
strain. In the markets where Atlantic has co-sponsors on their sports 
radio coverage they picked up an additional sponsor, thereby cutting 
the frequency of their advertising without affecting the coverage. 

Between the problems of minor league protection in baseball, the 
NCAA fracas in college football, and the Federal lawsuit against the 
pro football clubs, Jack has his hands full getting the coverage he 
wants for the sponsor. 

Jack and his wife live in Bronxville, N. Y.. most of the year and 
have a summer place at South Hole. L. I. As to his skill with driver 
and niblick, Jack says, "Let's not saj anything." * • * 



^J^\on WMAQ 
*•* that sells 
the Midwest 



Early in October 1951, Hotpoint, Inc., its Chicago distributor and one 
of its leading Chicago dealers began sponsorship of JIM HURLBUT, 
REPORTER-AT-LARGE, broadcast Mondays through Fridays at 
11:00 p.m. over Station WMAQ. 

In fact, Ken Brody, Chicago district manager of Hotpoint, Inc., says: 

"/ am very glad to report that since its inception as a Hotpoint-sponsored pro- 
gram, the Jim Hurlbut show has 'paid off.' 
"Other dealers in the Chicago area thought so highly of the program that they, 
too, requested permission to join the program as co-sponsors. The alert, up-to- 
the-minute reporting of Jim Hurlbut has evidently made this program part 
of Chicago. 

Station WMAQ, the master sales medium of the Middle West market, is ready to give 
you the same kind of sales assistance. Your WMAQ or NBC Spot salesman has the 
complete story. 


25 FEBRUARY 1952 


Commercials only 

h } Bob 



Lnyone who has ever been in- 
volved in the writing of radio copy 
for a period of longer than three 
weeks is sure to have been asked, 
"Aren't there too many singing 
commercials?" Since this question 
usually follows your presentation 
of a singing commercial — one into 
which you have poured your soul 
lyrically, musically, and financial- 
ly, it is, at the very least, embar- 
rassing. So with trembling hand 
you lift the tonearm from the re- 
cording, scratch the last three cuts 
beyond repair, and say: "Err — !" 

Actually, I think there is a very 
good answer to this question. It's 
a simple — "NO!" There will 
never be too many singing com- 
mercials. There may be too many 
bad ones. There may be too many 
done for products and on subjects 
where singing is more of a detri- 
ment than a help. 

But where music is used cor- 
rectly — that is to make an idea 
listenable and memorable — a good 
jingle is bound to get results. Ask 
your client — "There aren't too 
many pop tunes today, are there?" 
It's true that many of them are 
not very listenable or very mem- 
orable, but there's always room for 
another group on the Hit Parade. 

Now, a jingle that covers all 
bases is bound to be an important 
adjunct to selling, and here's what 
I mean by covering all bases. First 
— subject: will singing create a 
lack of confidence in the product? 
Would a serious treatment of the 
product be better? Will singing 


make light of the product and cre- 
ate a feeling that the advertiser 
himself is not serious about what 
he makes? Misplaced whimsey is 
a bad way to sell. But — if your 
answer is, "Music is in the mood," 
let's go on from there. 

Should we use a tune in public 
domain, or should we create our 
own? The advantage of using a 
p. d. tune is that, musically, it's 
already established. You needn't 
bridge that large chasm of bring- 
ing your tune into familiarity, 
making it recognizable, and thus 
sticking to people. 

Therefore, when you use a p. d. 
tune for your jingle, the mind of 
a listener accepts the music at once 
and begins to assimilate the words 
immediately. Since the words are^ 
your sales-message, you've accom- 
plished your mission. 

On the other hand, there is this 
disadvantage to a p. d. tune. It is 
not yours. Anyone else can use it. 

Perhaps it's only because I'm 
ornery, but I prefer a specially 
created tune for a commercial jin- 
gle. It must be simple enough so 
that it rings fairly familiar at first 
hearing. Certainly, it should be 
the kind of tune that a listener with 
two tin ears and rusted vocal 
chords (such as myself) can re- 
produce easily, quickly. 

As for the lyric which teams up 
with it — well, it's far too often 
that this part of the jingle receives 
the dirty end of the stick. A lot 
of meaningless words go into it. 
Or what's just as bad, theme lines 

which sound ridiculous when made 
lyrical are wedged into iambic, 
thus giving the impression of a Gil- 
ber and Sullivan satire. 

If your message requires some 
real hard straight sell, which mu- 
sic cannot accommodate, music 
may still be used. It may become 
the lead-in to your copy — or the 
tag that you leave the audience 
with. Sandwiched in between is 
your straight explanatory copy, re- 
plete with punch lines, reason why. 

So the answer is NO! There are 
not too many jingles in radio — nor 
will there ever be. There is always 
room for another if it's done well. 

commercial reviews 

SPONSOR: I Pa I motive Crush less Shave 
Cream; After Shave Lotion 
agency: Ted Bates, New York City 
program : | Recorded announcements 

Within 59 seconds we get a perfect ex- 
ample of the use of jingle-plus-hard-copy. 
For its brushless shave cream, Palmolive 
opens with a nicely arranged ditty that 
does musical justice to the product's basic 
theme line: "You get smoother, more com- 
fortable shaves with Palmolive Brushless 
Shave Cream." From this short jingle we 
go into straight copy that reiterates the 
theme line — then we repeat the jingle 
again. Sound hard-selling straight copy is 
framed by well-done music. As such, the I 
music furthers the copy-story rather than [ 
fights it. 

And here's a topper! There is a hitch- 
hike on this minute announcement, giving 
quick mention of the wisdom of using 
Palmolive After Shave Lotion. Since it 
follows Palmolive Shave Cream, it is a 
good piece of related sell — at no extra cost. 

SPONSOR: Dean Ross Piano Course 
agency: Leonard Green & Assoc, N.Y.C. 
PROGRAM: Stardust Time, WAAT, 
Recorded announcements 

Being as unmusical as King Tut, I've 
always had a deep-rooted desire to sit 
down one day at the piano and miracu- 
lously rip through Rachmaninoff's Un- 
finished Eighth, using both hands and my 
feet as well. So far the gift hasn't smit- 



ten me, but a fellow by the name of Dean 
Ross offered to make this possible for me 
the other night over WAAT in Newark. 

The Dean (or is it a first name) men- 
tioned that for #1.98 he'd guarantee that 
I would be playing with both hands the 
same day the secret-method arrived. No 
mention was made of my learning when 
to push those pedals with my feet — but 
shucks, you can't have everything. Yet 
Dean Ross's Course did almost promise 
the world since another horizon he pointed 
to was that I'd be playing all 50 of the 
songs he'd send with the course in no 
time at all. 

Now I've been pouring a king's ransom 
into piano lessons for my two girls for 
years now, and they still have trouble get- 
ting through the Happy Farmer, I think 
I'd better switch teachers. 

The Dean's story was very convincingly 
composed and delivered, and I dare say a 
lot of people join up. The only reason 
I'm not is that I was born a non-piano- 
playing skeptic. 



Lava Soap 

The Biow Company, N.Y.C. 
Participations, Welcome 
Traveler, NBC 

Perfect examples of the premise I just 
expounded are the Lava Soap commercials. 
There is never anything reluctant about 
the Biow approach to copy. 

Two announcers tell the Lava story in a 
virile, convincing manner. The first an- 
nouncer handles the "tough" copy on how 
the product gets the deep-down dirt out. 
He's the one who makes the most out of 
the fine phrase, "hand-brush action." 

The second announcer has a more mel- 
lifluous voice and so he tops the first an- 
nouncer each time with the fact that Lava 
is also a gentle soap. His voice, too, shows 
excellent casting, for the words and ideas 
that he has been chosen to handle are pre- 
sented with a gentler delivery. 

Following this copy is the familiar 
L-A-V-A chanted jingle — used here as a 
tag as I mentioned before. There are no 
lyrics on "hand-brush action" nor any tro- 
chaic warbling about getting out ground-in 
dirt. The preceding words take care of 
this as only prose can — then at the close 
of the commercial, Lava hits you right be- 
tween the eyes with its well-established and 
catchy identification. This is hard selling 
copy that resorts to music only as a pay- 
off; smart use of both techniques! 


How that seedling grew! 

From 7,000 watts to 50,000! 

JU rom the world's first battery less radio station 
to the first most powerful independent station in 
the British Corirmon wealth! From a handful of 
listeners in 1927 to Canada's No. 1 Station in 
Canada's No. 1 market . . . with the only CBS 
affiliation in that market! 

We are proud of this record. We are 
grateful to all our friends 
who have helped us make it! 
Advertisers and public 
alike! And on this our twenty- 
fifth anniversary, we pledge 
to keep CFRB "Canada's 
No. 1 Station" . . . first for 
service, information and 





United States: Adam J. Young Jr., Incorporated 
Canada: All-Canada Radio Facilities Limited 

25 FEBRUARY 1952 

Why WFBR is 


in Baltimore 

' / 

This is the top morning 
show in the Baltimore 
area. It got that way by 
offering what listeners 
want . . . warmth and a 
friendly spirit in the 
morning, plus music, news, 
weather .and birthdays 
judiciously sprinkled 

The audience loyalty to 
this show is something to 
warm the cockles of a 
sponsor's heart. 

Ask your John Blair man 
or contact any account 
executive of . . . 

KEPOIIT TO SPONSORS for 25 February 1952 

(Continued from page 2) 

On air 30 years, WOR finds 
food firms bought most time 

Picture page 38 this issue shows operations at WOR, 
New York, as they were 30 years ago when station 
first went on air. Station celebrated 30th anni- 
versary 22 Febru ary, pored over records and found 
f ood industry had been leading user of station in 3 
decades. R. C. Maddux, v. p. charges of sales, told 
SPONSOR next 4 major purchasers of WOR time have 
been pharmaceuticals , toilet goods , confections , 
b everages . Oldest WOR sponsor is Dugan Brothers 
bakery, on consistently for over 26 years . (Picture 
referred to above runs with article on law that 
shows must be labeled as transcribed. ) 

BAB gunning for more business 
from mail order houses 

BAB leadership hopes Sears, Roebuck sponsorship of 
2 new Liberty Broadcasting System programs will be 
just first step in cracking country's major mail- 
order houses. Sears and Montgomery Ward are major 
targets of AM promotion forces, anxious to crack 
traditional resistance to radio . Sears had not used 
radio nationally for 15 years prior to LBS purchase, 
though some local stores had tried air with notable 
success in terms of sales. 

Merchandising tie-ins between stations, 
food chains growing with WFIL Ltest 

Trend toward tie-ins between radio stations and food 
stores to give sponsors extra pus h at point-of-sale 
continues, with latest to sign WFIL, Philadelphia, 
and Food Fair Stores. Food chain has agreed to pro- 
vide weekly shelf extender displays in all 35 Food 
Fair markets in WFIL primary coverage area for prod- 
ucts of WFIL advertisers. Sponsors must buy 3 par- 
ticipations weekly in station's "Mary Jones" program 
for minimum of 13 weeks to qualify. 

Boxing gets highest average ratings 
in TV, TelePulse finds 

Highest-rated programing category in TV is boxin g, 
according to Multi-Market TelePulse study of 2-8 
January. Next highest is comedy-variety, followed 
closely by Westerns and situation comedy. Average 
rating of boxing was 22.5, with 8 quarter hours on 
air; comedy-variety had 21.3, with 63 quarter hours; 
Westerns 18.5 with 10 quarters hours; situation com- 
edy 17.1 with 24 quarter hours. Lowest-rated pro - 
graming catego r ies were religion (2.9) ; homemaking- 
service (3.2); educational (3.9); United Nations 
(4.4) ; sports news (4.4). 



KPIX, for its overpowering effort to please! 7 

. writes Mrs. Donald D. Poff, 

425 Franklin Street 

San Francisco, California 

The "effort to please" has been characteristic 
of KPIX, San Francisco's pioneer television 
station, from its very first day. 

It's a successful effort, too! Speaking for 
thousands and thousands of viewers, Mrs. Poff 
writes, "in staying close to Channel 5, I see 
great humor, great drama, great stars, great 
shows. As a housewife, I particularly enjoy the 
variety of your daytime programs. In the eve- 
ning, the rest of my family joins me on Channel 
5. KPIX is tops!" 

Such viewer-loyalty offers a special sponsor- 
value worth looking into with your Katz man. 






25 FEBRUARY 1952 



[Continued from page 31) 
representative can logically point up 
advantages of one program over an- 
other, or one time slot over another, 
he'll have an interested and coopera- 
tive listener. 

As a traveling timehuyer for one of 
the top 10 agencies told SPONSOR: 

"When you discuss time clearance 
with a station manager, you're on a 
topic of importance just as great to 
him as it is to you. He wants to clear 
as much time as possible, too. There 

arc am Dumber of arguments you can 
present, but what the right ones are, 
you won't know until you hear him 
out — in his own office or across his 
dinner table." 

The following examples illustrating 
specifically the success of the "per- 
sonal touch" were culled from the ex- 
periences of several agency represen- 

1. An objection to crime programs 
in general, though not especially this 
one, was keeping a client's show out 
of a valuable one-station market. Con- 

If you have a use for 

you can SAVE up to 50' 

of your present duplication costs 
... and be SURE of 


For \/ RADIO 




Our new Multi-Recorder equipment 
enables us to produce as many as 
120 half-hour programs per hour on 
magnetic sound tape. Thus we can 
quote you the lowest prices for sound 
duplication ever offered in the indus- 
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— at any speed you specify. Prompt, 
complete distribution service. 



□ Send full information on your tape duplication servio 

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City and State 

vincing testimony from law enforce- 
ment authorities was presented show- 
ing the indispensable community serv- 
ice inherent in this crime program. 

2. One Midwestern station mana- 
ger was shown that it would be better 
programing to clear desired time for a 
certain mystery program by moving a 
variety show then in that spot to an- 
other night. In its new position the 
large and established audience of the 
variety show could better benefit the 
preceding local program. 

3. Satisfactory kinescope time could 
be had for a program at one station 
only if a symphony program was 
moved from the time slot. A discus- 
sion of the relative merits of symphony 
as compared to drama in this particu- 
lar community — 'each has its own 
place and time' — brought the neces- 
sary change of schedule. 

4. A comparison between the 
agency's program and a competitive 
one did the trick. With ratings of the 
first month's telecasts to prove an au- 
dience had been established and a 
prospectus of future programs show- 
ing guest stars, the clearance was 

The man or woman who is going to 
accomplish results like these for the 
agency must have all the qualifications 
of a good will ambassador, combined 
with a solid background in radio and/ 
or TV at the local level. 

When Tom Slater, Ruthrauff & Ryan 
vice president and associate director 
of radio and TV, was ready for a va- 
cation last summer, he and his family 
toured the Southland, stopping for 
business along the way. R&R had 
been concerned about the number of 
live stations in the ABC-TV line-up for 
the Dodge-sponsored Showtime, U.S.A. 
Slater would see if he could acquire 
additional live outlets or at least im- 
prove kine time. Here's how he de- 
scribes his trip: 

"I planned our route so we could 
pass through Norfolk, Greensboro, 
Charlotte, right on down the line of 
TV markets and back through the in- 
land states. I visited perhaps 25 or 
30 station managers and talked to 
them about all sorts of problems . . . 
as an R&R v. p., as a guy who has had 
many similar problems through the 
years, and in some cases as 'old mike 
buddies' from way back. 

"They knew Dodge was on the air 
with Showtime, and in most cases, 
they had already been offered the pro- 


Somewhere West of I usi ace Tilley 
or JYf€> i to ti 4'iiiiff 4>l Inturillo 

Geography is one of the many things 
we have a lot of around Amarillo. 
About 25 years ago a fellow could 
stand at the Santa Fe station, squint 
his eyes, and see right into the next 
week. Lately, though, all the irriga- 
tion-fostered trees, the oil wells, and 
grain elevators would get in his way. 
If he was looking for business, he 
wouldn't want to look much further 
than our trading area anyhow. 

Amarillo is a long way from every- 
where, up on the high plains which 
climb to the Rockies. Five other 
state capitals are about as near as 
Austin, the Texas capital. Eighty- 
three counties in Texas, 3 in Colo- 
rado, 16 in Oklahoma, 16 in New 
Mexico, and 12 in Kansas are served 
by Amarillo's network of highways 
and railroads — 1.853,000 people in 
an area of 166,875 square miles. 
This is why Amarillo, the 158th mar- 
ket in the U. S. in population, is 
11th in retail sales per capita. 

Amarillo is so far north of South 
Texas (770 miles from Brownsville) 
that we're sometimes called Yankees. 
But it's close to the stuff an adver- 
tiser looks for when he wants busi- 
ness. The Panhandle, with the 
world's largest wheat field, grows 
85% of Texas' 35-million-bushel an- 

10,000 watts 




by the 

L. Taylor Co. 

nual wheat crop. It contains the 
biggest natural gas field in the world, 
the second biggest cattle ranch, and 
more than 4,000 oil wells. ("Cattle 
can't drink that stuff," said an out- 
raged rancher when oil was found 
on his land.) 

KGNC's 10,000 watts cover our 
vast trading area effectively. Last 
year the Texas State Soil Conserva- 
tion Board wanted to determine the 
most effective means of getting 
weather information to an area up to 
80 miles from Amarillo. They found 
out with their own survey. Radio got 
96% of the vote — and 88% of the 
96% said KGNC. When asked, 
"What's your favorite farm pro- 
gram?" 67% named KGNC pro- 
grams; all other stations combined 
got only 33%. 

There's a story about a fellow from 
Washington, D. C. who was riding 
across a flat stretch of wind-blown 
road with a Texas rancher. A color- 
ful bird fluttered into, and out of, 
sight. The Easterner asked what it 
was. "Bird of paradise," his host 
told him. There was a long pause, 
then the visitor said, "Pretty far 
from home, wasn't he?" 

It isn't as far as it used to be. 
And the gap is closing. 



25 FEBRUARY 1952 

-ram before. Managers have said to 
me, 'Come on in, and \ou show me 
where I can put your show and 1*11 
cam it.' At one station 1 recall, live 
time simpl) could not be cleared be- 
< au-e of another commercial program 
in the desired slot. There's no argu- 
ment there. But the station schedule 
-how cd a football game to be tele- 
vised for the next couple of months. 
It was a good guess that the holdover 
audience from the foothall game would 
be Large enough to warrant taking the 
following half hour for a kinescope. 
M\ examining station program logs 
with station and commercial mana- 
gers, in almost every desired market I 
was able to work out satisfactory clear- 

For several months. Lou Wechsler, 

now with ABC-TV, visited station 
managers as agency representative for 
^ oung & Ruhicam. He was primarily 
concerned with working out participa- 
tion announcements in local TV shows 
and a merchandising tie-in plan. 
Others in Frank Coulter's radio \ TV 
timebuying department are now travel- 
ing around the nation to help with 
network clearance difficulties. 

Last June. Blatz Brewing and the 
Weintraub agency made a 17-daj sales 
tour of 15 cities by air to launch the 
Amos & Andy show on CBS-TV. Dis- 
cussions followed between stations 
which would he offered the new Blatz 
vehicle and agency executives Harry 
Trenner, vice president of radio & TV. 
Carlos Franco, general manager of ra- 
dio & TV, Les Blumenthal, assistant to 

Ca*u <fOi*. 04UU4. *>n*cA ca a cow? 


IT'S JUST AS OBVIOUS that KHMO is again the 
most listened to station in Hannibaland* This is proved 

by the June, 1951 Conlan Study of Listening Habits. 

240,470 radio families live within the rich Hannibaland* 
area. The majority of these families are rural . . . these are 

the people who have most of the money and who buy the 
most . . . these are the people who listen most to KHMO. 

For proof that KHMO is your best buy in Hannibaland* 
write, wire or phone KHMO or Pearson today. 

* HANNIBALAND ... the rich 41 county area surrounding 
Hannibal, Mo., Quincy, 111., and Keokuk, Iowa. 


5000 watts day 


John E. Pearson Company 


Mutual Network 

Hannibal, Missouri 

1000 watts at night 

Carlos Franco, in charge of station 
relations. Blumenthal told SPONSOR 
how the agency added to the network 

"Working along with the net, each 
of the 50 stations was personally con- 
tacted. We treated each station much 
the same as a salesman treats a tough 
customer — with repeated visits, phone 
calls, and regular reminders." 

Many of the 50 stations which sub- 
sequently cleared time for Amos & 
Andy did so as a direct result of this 
consistent sales effort, savs Blumen- 

To delve deeper into station clear- 
ance as a problem in itself, apart from 
the overall station relations job, look 
at the procedure followed when a po- 
tential sponsor wants a network pro- 

The television networks start the 
line-up ball rolling themselves. But 
unlike the radio nets, they do not "or- 
der" stations to carry programs; they 
"offer" them under terms of "agree- 
ments" and hope for a high number 
of availabilities. With four networks 
competing against each other for time 
in the 64 TV markets, and only 108 
U. S. stations to go around, the net- 
work can do little more than tally the 
availability response. Affiliation is a 
hollow term. 

Either a station operator chooses to 
carry a program as offered, will take 
it kinescoped, or will not take it at all. 
As one operator said: "I don't care 
what network it is, if a program is 
good, I'll carry it." 

In some instances, a network will 
use its good offices to convince a sta- 
tion manager of the desirability of a 
certain show, but usually the network 
can't go out of its way to favor a par- 
ticular client. 

At one network the suggestion was 
made that "agencies are in a better I 
position to discuss clearance because 
they're able to make special arrange- 
ments and all kinds of deals." Though | 
that attitude is not typical of network I 
reaction to agency efforts, the remark 
is not wholly unjustified. 

There have been isolated instances 
of sharp-shooter negotiations but they 
are only a minute segment of the over- ' 
all picture. 

One flagrant example is that of a 
large-city station operator who was , 
offered — and refused — a gift of a new I 
Cadillac if he would clear otherwise 
unavailable time. 





We have available the Pacific Coast's Hottest Spots ^^ 

Check your Blair Man or your Don Lee Representative 



25 FEBRUARY 1952 







Sales-winning radio 
schedules for the Great 
Southwest just naturally 
include this pair of top- 
producing CBS Radio 
Stations. Results prove 
this! Write, wire or phone 
our representatives now 
for availabilities and 

National Representatives 


" In one two-station market an ar- 
rangement was worked out between 
the two owners to swap half-hours. 

An organization once offered to 
clear time for a net program if spot 
sales were used in other markets. 

Some stations have been offered lo- 
cal card rates to clear time for net 
shows. One agency TV v.p. guessed 
that perhaps ln r , of the agencies used 
this device. 

The majority of agency representa- 
tives are using more ethical and far 
more successful means. The comment 
of Ruth Jones, Benton & Bowles, as- 
sistant media director for Procter & 
Gamble, is more representative of the 
industry approach: "I have always 
been very careful in my dealings with 
station people never to exert any sort 
of pressure. There are enough ways 
to work out clearance without wield- 
ing an axe." 

For the most part it is obvious why 
national advertisers are anxious to get 
complete market coverage. Jean Car- 
roll, timebuyer at Sullivan, Stauffer, 
Colwell & Bayles, points out that Spei- 
del, for example (What's My Name, 
CBS-TV), must be represented in cer- 
tain markets, because the company 
uses no other advertising medium 
there. If, after Speidel distributors put 
their product on local shelves, a sta- 
tion decides for any reason to drop 
the program, those prior jobbers' or- 
ders and sales are as good as negated. ' 

Not all the agencies feel the urgency 
of the clearance problem. Charles M. 
Wilds, chief timebuyer for N. W. Ayer, 
told sponsor: "When we feel the situ- 
ation demands it, we'll send our time- 
buyers out regularly to clear TV sta- 
tion time." 

On the other hand, The Biow Com- 
pany's vice president in charge of 
radio & TV, Terence C. Clyne, has just 
returned from a station tour. He 
told sponsor: "Any agency which is not 
sending men out is behind the pack." 

In those instances where agency rep- 
resentatives have not been able to se- 
cure clearances, sincere efforts at un- 
derstanding a mutual problem have 
resulted at least in better station rela- 
tions. Then, too, more than one sta- 
tion has been secured months after the 
agency man had returned to his of- 
li< r. Inii kept interest alive by phone. 

Cecil & Presbrey's chief radio & TV 
timebuyer, Herb Gruber, wails he'd 
never want to come face to face with 
the phone bill the month he was call- 


on how to clear stations 

Amid pressure tactics — more can 
Jj lie ticromplishrd with a sincere, 

lj the program is already estab- 
q lished, have a complete rating his- 

Be prepared to discuss competitive 
^ programs and know their iveak- 

Be prepared to study program logs 
with an eye to creating availabili- 
ties by suggesting lineup changes. 
The agency representative should 
* be a man or woman who has a 
wide background in radio and/or 
TV at local level. 

ing San Francisco, Seattle, and Albu- 
querque, three times a day to improve 
kinescope time. One of the shows 
for which Gruber has traveled is Block 
Drug's Danger, carried by 26 CBS- 
TV stations, 21 of them live. Why so 
limited a network? Gruber explains: 

"Block is another sponsor who re- 
fuses to take any more kine time. The 
company is turning down class "A" 
time unless it is live. I expect to make 
another station tour shortly to add 
more live stations to our net." * * * 


I Continued from page 6) 

Students of TV-in-politics will cer- 
tainly take note of the basic blunder of 
the Bandwagon's stage management. 
By accepting the Garden immediately 
following a prize fight, and with that 
arrangement of seats, the auspices fa- 
tally hampered their performance. The 
ring faces four ways. Half the audi- 
ence is always looking at backs. Then 
there is the awkwardness of entering 
and leaving the ring by a single ramp 
so that congestion and bottleneck were 
constant. There being no wings in 
which to wait, the various stagemana- 
gers and rotating m.c.'s were always 
in view, adding to the milling mob that 
glutted aisles and ring and destroyed 
showmanship. The three orchestras 
could not always make out the wig-wag 
signals in such a throng. Hence many 
missed cues. Speeches were drowned 
out b\ music and then when music was 



of the great 



is fll/lrf covered by 

The DETROIT coverage of 


...5000 WATTS 


and ...Southern Michigan's 


...1000 WATTS 



See the latest PULSE! 


25 FEBRUARY 1952 69 

.In.-, aa when Ethel Merman 
-in-, it was two minutes Late. 

The Mummers street orchestra from 
Philadelphia waited interminably. Fi- 
nalK it serpentined through the mob. 
an exquisite fire hazard, as it seemed 
to us. with si\-foot plumage strapped 
to their waists. The cowboj orchestra 
chose this time to blare forth, submerg- 
ing the Mummers Music. Later when 
a college boy started to orate he was 
smothered by the bugle. 

\ collection of big stars including 
Humphrey Bogart. Lauren Bacall, 
llcnix Fonda, came to the ring. They 
were promptly obscured from view. 
pushed around and lost in a parade of 
youthful precinct captains dumping 
dollar lulls in a tub. Clark Gable, who 
displayed imposing mike presence, 
seemed about to say something con- 
cerning Eisenhower, at that point a 
crying need of the rally. Instead he 
merely introduced Irving Berlin who 
sang in his deplorable voice his cam- 
paign song, vou guessed it, "I Like 

Ike." Berlin's boff line is "Even Harry 
Truman likes Ike!" Is that a reason? 

* * * 

None of these critical comments on 
the showmanship of television politi- 
cal rallies is intended to disparage the 

g I general. The questions here 

raised concern ways and means — are 
matters of faith or doubt in catch- 
phrases, numbers, chants, visuality and 
star dust on a platform facing four 
wax s. 

* * * 

In the end there was no escaping the 
necessity of stating why Eisenhower 
should be president. Good advertising 
demanded no less than that. But the 
rally closed at one a.m. with a few 
rambling remarks by Senator Lodge. 
He, too, forgot to include the reason- 

* * * 

In short, the rally was a beautiful 
advertising layout — with the sell 
omitted. -k -k -k 


Radio delivers MORE sets-in-use in the South 
Bend market than before TV! . . . Hooper Ser- 
veys for Oct.-Nov. 1951 compared with Oet.- 
Nov. 1945 prove it. Morning up 6.8, afternoon 
up 8.0 and evening up 4.4. Television is still 
insignificant here because no consistently sat- 
isfactory TV signal reaches South Bend. Don't 
sell this rich market short. Wrap it up with 
WSBT radio. 

30 Years on the Air 


(Continued from page 36) 

group will be that you're not attempt- 
ing to build up your broadcast adver- 
tising billing, but, in most instances, 
where the budget is large enough to 
spread among several media, you will 
find yourself with the required amount 
of money for a real broadcasting cam- 

On the other hand — don't recom- 
mend so heavy a starting schedule that 
the advertiser would not have enough 
money to stretch it across the country 
on a similar basis. (Oh, the night- 
mares in reaching that happy medi- 
um! ) 

Not enough people in the over-; 
advertising business have some broat 
casting background, and as a ] 
you are so often asked to do the im- 
possible. You must, therefore, be ti 
less — and smiling — in your education- 
al efforts. The unknowing will phone 
you or clash madly in and say "Let me 
have a plan within an hour for a cam- 
paign on the 20 best radio stations in 
the U.S." Yes, it happens regularly. 

An over-all tentative plan can be ; 
pulled together in a hurry, but it will I 
not list the specific radio stations. ' 
(You must explain about availabili- 
ties and adjacencies and competition.) 
It will not list the price per spot. (You 
must explain how the costs vary with ' 










NO. 1 

fMij iJwJL.. 

It's eas y. At 8:15 each morning Rog Miller and Ed Jason (backed by 
three Phone Operators) say — 

"Good morning ladies, your Party Line 
is open for the next 30 minutes. Phone us the News — your Club Meet- 
ings, Church and School Affairs, Bake and Rummage Sales, Lost & Found 
items. Need a baby sitter? Handy-man? Any household problem need 
solving? One of our gals will jot down your message — pass it over the 
table to us and we'll immediately toss it on the air. So send us those phone 
calls, or cards and letters. Glad to be of service! " 

And what a beautiful Service PARTY LINE has become the past three 
years. We carry six participating announcements daily which the boys "kick 
around". Maybe next year there'll be an opening! 

Wisconsin's most show -full station 

Green Bay 

HAYDN R. EVANS, Gen. Mgr. 
Represented By WEED & COMPANY 

25 FEBRUARY 1952 

5000 WATTS 






(According to scientific survey 
made by Dr. Raymond A. Kemper, 
Head of the Psychological Services 
Center. University of Louisville. 
in WAVE-TV area. June. 1951 ) 




CHANNft 5 


Mtk^y FREE & PETERS, Inc. 
Exclusive National Representative* 

the hours of the day and the length of 
the schedule and the stations used.) It 
will not contain a promise of being 
able to get positions immediately next 
to the 25 top-rated shows. I Perhaps 
that's not the audience you really want 
for the product anyway.) Nor will 
it show the cost-per-thousand listen- 
ers. (Incidentally, this is the biggest 
headache demand in the business — be- 
cause it is so easy to get for printed 
media and that is the only way the ac- 
count man feels confident in himself 
in selling the idea to the client. "Oh 
yes, Buyer," the account man may say, 
"while I'm in the meeting with the 
client will you please send in a report 
on what his competition is doing in 
broadcasting so that I can convince 
him it's the thing to do. . . . No, we 
won't need you at the meeting.") 

This account man soon learns that 
the buyer cannot deliver to him the 
material in the way he wants it. How- 
ever, it's a long slow process, and peri- 
odically he tries again. Fortunately, 
there are many more account men who 
either know how to present broadcast 
advertising, or let the official radio-TV 
department people do it for them. 
And these are the ones whose billings 
speak success for their clients. 

You will sometimes be told you are 
much too nice to the station and net- 
work people, and you will sometimes 
be asked to do things you feel are « 
somewhat on the unethical side. How- 
ever, this is not your company's usual 
method of operation but regard it as a 
request imposed on you by someone 
within the organization or by the cli- 
ent. Once you have the reputation 
with the stations for this, it is very- 
hard to live it down. Remember, you 
as the buyer are the one who must live 
with the people in the industry, and 
the company that employs you assumes 
that by your good judgment and tact- 
ful operations you can achieve the 
most desirable results for the client. 
(And so very often the person who 
has insisted that you "get tough" is 
pleading with you shortly thereafter to 
request a favor from the station you 
treated so badly.) 

Learn when to travel to achieve the 
best results, and when to sta\ at your 
desk. Once you have established a 
reputation for yourself, the long-dis- 
tance telephone can work miracles. 
But get around often enough, and to 
enough places that are important to 
vour client, so that \ou have first-hand 

knowledge of the markets and station 
operations. Be sure your desk is so 
well covered while you are away that 
none of the clients will miss out on 
anything. And always be where you 
can be reached for a quick return or 
jump to another town on short notice. 

A buyer must be a complete self- 
starter. You must know more about 
your job and its requirements than 
anyone else. It is doubtful if your 
company will tell you that you should 
go out and visit stations, or that you 
should attend certain meetings, or 
hand you the history of an account on 
a silver platter. It is your business to 
do these things on your own. How- 
ever, you don't sit back in December 
and figure out some reason for taking 
a trip to Florida in February or 
March! It would be nice, but things 
just don't work that way. 

Learn how often to accept luncheon 
or other invitations, and pick up 
check occasionally yourself in order 
that you will not be obligating your 
company or your client in any way. 
(Even a woman buyer can learn how 
to handle this gracefully.) Don't feel 
that your entire department must be 
invited every place you go or that each 
must keep secret where he or she has 
been. An exchange of information 
suiting from general conversations can 
be helpful on all accounts. 

In your position as timebuyer you 
are performing an important function 
— for an important organization — for 
important clients. And whether the 
meetings are business or social, it is 
important that you reflect this without 
being stodgy or superior. 

And believe me — timebuying is ex- 
asperating, exhilarating, exhausting — 
and fun ! * * * 


{Continued from page 33) 

"Let me give you a few examples ( 
bow this worked for us, why we feel s 
enthusiastic about our radio salesmei 

"Not long ago, there was a schedul 
change on the Twentieth Century Lim 
ited — one of the world's most famou: 
trains — in Chicago. On short i 
it was forced to leave about 15 minute 
early. Well, we gave orders to New 
York Central's Chicago air salesman, 
Jim Conway, to plug the change in all 
bis commercials. We backed this up 
with last-minute newspaper ads. Jim 
did such a good job that not a single ' 


WBAL's Mighty Advertising -Merchandising Plan! 

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home with radio commercials, ana at the point 
or sale. Food advertisers guaranteed powerful 
point or sale promotion in over 213 leading 
chain food stores coupled with the unequalled 
power or radio advertising lor mass selling. Give 
your product's advertising that needed, doubled- 
barrelled impact with C HA I N - ACT I O N . 
Complete details on request. 

50,000 WATTS 



25 FEBRUARY 1952 






passenger missed the train, and there 
wasn't a complaint. That's why all of 
the local passenger agents along New 
York Centra] keep in close contacl with 

their local radio personality. If there's 
any sudden emergencies — postponing 
of trains, rescheduling and the like — 
the) get in touch right away with the 
radio outlet. This makes the railroad's 
personnel, as well as the radio person- 
alities, feel that they are indeed work- 
ing in a common cause." 

An example of how actual passenger 
traffic was traced to the line's use of 
local-level air personalities was cited 

ilmsK to sponsor bj agencyman Frier: 
"" Uthough New York Central is not 
widel) known as an 'excursion' route. 
we do run such trains, and we rel\ 
heavil) on radio to make them a suc- 
cess. \nd. radio has done a good joh 
for us in this res] ect. 

"Last October, New York Central 
ran a special fall-season excursion 
train from Chicago to Niagara Falls. 
The main job of telling people about 
it fell to our morning show on WI5BM. 
plus some newspapers, posters, and 
handbills in the Chicago area. Actu- 
ally there was only room for two com- 


Tk*>* G\tSl 

There's an extra puneh in your 
advertising dollar on WDBJ! To 
demonstrate, look at these Promo- 
tion figures for the Fall Campaign 
(Oct. 14-Dee. 31): 

Newspaper Ad Lineage 25,746 

Newspaper Publicity Lineage 5,070 

Announcements and Trailers 2,505 

Downtown Display Windows 13 

Plus "Drug Briefs" and "Grocery Briefs" 
monthly to the drug and grocery retail- 
ers, dealer cards, letters, and miscellane- 
ous services on specific special occasions! 

For further information 
Write WDBJ or Ask FREE & PETERS! 

menials of about one-minute's length 
each on the air. But when the train 
pulled out on October 19th, it was a 
sell-out. There were some 700 people 
on board. 

"NYC interviewed passengers on the 
train," Frier added, "and discovered 
that nearly 70% of them had been 
"sold' by hearing of the excursion on 
radio. One party of 30 people had 
heard of it in Milwaukee, which we 
couldn't have reached any other way 
except by radio, since no newspapers 
were used in that city to plug the ex- 
cursion. Most of the passengers were 
probabl) "new business,' too. Half 
of them were 30 years old or younger. 
Now, we're planning similar air cam- 
paigns for future excursions, and are 
sure they'll be a comparable success.' T 

Since New York Central, longest 
(10,700 miles of road) Eastern rail- 
road and second nationally in traffic 
volume, uses a wide variety of other 
ad media — ranging from magazines 
and newspapers to outdoor posters and 
carcards — radio results are often hard 
to trace. One good measure of radio's 
ability is the results achieved by New 
York Central in pulling mail in com- 
petition with the other media. 

Admanager Jim Webster described 
for sponsor what happened when ra- 
dio got into the act of offering free 
travel literature, long a "standard" in 
any railroad's bag of promotional 

"In 1951, radio was a big factor in 
distributing New York Central's "Year- 
'Round-Travel Guide," a folder that's 
full of vacation suggestions and which 
describes the line's passenger services. 
Each of our morning radio shows gave 
the folder about three or four mentions 
over the period of a week. At the same 
time, we ran couponed ads in travel 
magazines like Holiday and the Na- 
tional Geographic, and in teacher's 

"Radio had several disadvantages in 
comparing results. For one thing, since i 
all our local shows are aired during the 
'breakfast hour' of about 7:00 a.m. to 
8:15 a.m. in our radio markets, there s 
no coupon that can be clipped at lei- 
sure. \ listener has to put down his ; 
coffee cup, grab a pencil, and write 
down the address right then and there. I 

"However, out of a total of some I 
30.000 requests for the travel guide, 
radio was responsible for pulling in 
about 5,500— or about 20 r ; . Radio's 
cost-per-inquir) was quite comparable 


25 FEBRUARY 1952 


Regardless of the media, 
advertising is bought 
to move merchandise off 
the retailer's shelves. 

When a local advertiser 
buys advertising, he knows 
immediately whether or 
not his advertising is 
moving that merchandise. 

The over-whelming 
advantage that KWK 
enjoys in the local 
advertising field certainly 
indicates that KWK 
advertising DOES SELL 

And, that's one reason so 
many National Advertisers 
use KWK year- after- year! 

H*pA*4** t ta tiv 


with the several media in which we 
made the offer, despite the handicaps." 

In discussing the methods used by 
New York Central in using radio along 
its main line, which ties together the 
two greatest cities in America and 
which passes through several of the 
biggest passenger markets, one fact 
emerged clearly, sponsor received the 
impression that the keystone of the 
railroad's success with radio lies in the 
hag of tricks used to "personalize" the 
local-level commercial approach. For 
the henefit of other railroad admen, 
and for skeptics who feel it can't be 
done at all, here's how it works. 

The primary secret is composed of 
two factors: 

1. Buying the right show. This in- 
volves a good knowledge of radio time- 
buying on the part of both agency and 
client, and in New York Central's case, 
the willingness of the railroad to learn 
from results. 

2. Aiming the commercials at a 
"local" market. Again, agency tech- 
nique and client experience are teamed 
for a long-haul operation that involves 
considerable (but worthwhile) effort. 

Picking the shows to do the job for 
New York Central, something that calls 
for a bigger-than-average decision by 
both client and agency since NYC is 
no "in-and-out" advertiser, is the logi- 
cal development of everything the line 
has done so far on the air in the past , 
six years. 

New York Central, the railroading 
giant that has grown from Commo- 
dore Cornelius Vanderbilt's far-sighted 
mergers in the 1860s, came to air 
advertising 17 April 1946 with a local 
WHK, Cleveland show, Union Termi- 
nal Today. This was a time of great 
stresses and strains for the NYC's rail- 
roading empire. 

In 1946 — first big postwar year of 
railroading — because of falling reve- 
nues, labor and expansion problems, 
and other headaches, NYC wound up 
with a $10,000,000 deficit in its net in- 
come figures. In 1947, New York Cen- 
tral officials knew that its financial sal- 
vation had to come, in large part, from 
stepped-up passenger traffic. This, in 
turn, was going to come from stepped- 
up advertising and merchandising. 
This was to include radio, since the 
Cleveland test had drawn a good local 

Accordingly, NYC upped its appro- 
priations for other media into the mil- 
lion-dollars-annually brackets, and 

went much more heavily into spot ra- 
dio. A campaign of "service" an- 
nouncements, mentioned earlier in this 
report, was instigated in January 1947 
in a half-dozen key markets, between 
New York and Chicago. 

What New York Central was shoot- 
ing for was the 70% of its passenger 
traffic which comes primarily from 
NYC-served cities. (The remainder is 
largely from "off-line" railroads, who 
connect with NYC. This is why NYC 
advertises nationally in travel and con- 
sumer publications.) These passen- 
gers divide about equally into three 
brackets: casual or vacation travelers, 
passengers who take a few trips each 
year, and those who take anywhere 
from 10 to 20 or more railroad jaunts 
every year. NYC's announcements 
were aired in all kinds of day-and-night 
time slots, in a sort of shotgun ap- 

"Ratings show that the day is past when 
programs of high purpose and of strong 
idea content must automatically play 
second fiddle to programs dedicated to 
jokes and ballads." 


Assistant Director 

Ford Foundation TV-Radio Workshop 

proach. Results in 1947 were good, 
and enough to keep up NYC's interest 
in air advertising. 

Around the early part of 1948, the 
business outlook for NYC improved 
greatly. Operating revenues for 1947 
had climbed back to some $703,000,- 
000 from which NYC netted an in- 
the-black $2,306,000. Then, a major 
change came quietly to the line's air 

As mentioned earlier, NYC, at the 
urging of its ad agency had taken a 26- 
week trial run in 1946 with a local 
tape-recorded show, Union Terminal 
Today on Cleveland's WHK. This con- 
sisted of tape-recorded chats with pas- 
sengers debarking from NYC trains at 
the Cleveland terminal. Local results 
were so good, agency and client decid- 
ed to look further during 1948 into the 
matter of local programing. 

In the meantime, the spot announce- 
ment campaign continued. NYC usu- 
ally tried to get at least 15 announce- 
ments per week in what was growing 
to be a list of some eight or 10 big 
cities. Anywhere from one to three 
stations per city were used in the proc- 
ess. These "service" announcements 
were usually slotted next to news, and 


San Francisco has 3 TV stations. These 
stations give primary coverage of the 
San Francisco Bay Area and secondary coverage 
throughout Northern and Central California. 
The leading San Francisco TV station is 
KRON-TV. This leadership is clear-ci 
month after month because • • 

With the market's highest TV 
antenna, KRON-TV provides 
unparalleled "Clear Sweep" 

KRON-TV presents the largest 
number of top-rated shows- 
more than the other two sta- 
tions combined (Pulse and Tele- 

KRON-TV attracts the most 
viewers in every audience seg- 
ment—men, women, teenagers, 
children (Tele-Que — Pulse does 
not measure) 

KRON-TV serves the largest 
number of advertisers (Ror- 

KRON-TV offers the greatest 
percentage of audience... both 
day and night, and throughout 
the week (Tele-Que) 

k with FREE & PETERS for availabilities! 



Free & Peters, Inc. offices in New York, Chicago, Detroit, Atlanta, Fort Worth. 
Hollywood. KRON-TV offices and studios in the San Francisco Chronicle Bldg., 
5th and Mission Streets. San Francisco 

25 FEBRUARY 1952 


Colgate Dental Cream 

Tests — Renews 

WDIA in Memphis 

Yes. after an Initial 13-week test. Colgate Denl 
Cream has renewed WDIA lor 12 months . . . sho 1 
ing further proof of WDIA's complet. jjoffiln 

Trade Area (439.266 Negroes in WDIA BMB cou 

Juct just as for Taystee Bread. Stag Beer. Ford, 
er Aspirin. Tide. Nucoa. etc. Get the full story 


: Memphis. Tenn. Months: Nov.. Dee. '51 

■in; Sets WDIA B C D E 


John E Pearson Co., Representative 



Proves A Moot Southern Point in Atlanta 
. . . ""Separate but equal". — that famous phrase 
heard but seldom seen, came true, Hooper-wise 
for WERD in May. 8:00 AM to 12 Noon- 
Monday through Friday. WERD 23.2, Station A 


Were ordinaril) of a minute in length. 
The whole thin" accounted for be- 
tween V, and 8% of the firm's ad- 
vertising appropriation. 

Uso, in 1950, a one-year TV test 
campaign was made, using I \ film an- 
nouncements in New York City. \\ bile 
it did its share, the campaign was a 
headache in many ways for the rail- 
road. Specially-shot films had to be 
made for the single market to keep the 
campaign consistent with the "local- 
ized approach." They were expensive 
and lacked radio's flexibility. Last 
year. TV was dropped, and hasn't been 
resumed since. 

While all this was going on, Webster 
and account executive Frier checked 
over lists of shows with timebuver 
Lillian Selb. When they had a chance, 
Webster and Frier took to the road, 
traveling the Central line and checking 
first-hand on local radio programing 
opportunities. Despite their lack of 
great success with TV, both men real- 
ized TV was a competitor in practical- 
ly all of their potential program mar- 
kets with radio. Their best bet, both 
men decided, was in daytime radio. 

The first real test of this new ap- 
proach came in 1950. In the middle 
of that year, when WNBC started a new 
morning series featuring Skitch Hen- 
derson, pianist-bandleader husband of 
Faye Emerson. NYC bought a segment 
of the show. It was a 7:45 to 8:00 
a.m. portion, three days each weeK, 
following WNBC's high-rated Charles 
F. McCarthy news show. The blend- 
ing of Skitch's friendly records-and- 
chatter approach with a "personalized" 
form of commercials aimed specifical- 
ly in his style at New Yorkers was a 
success from the start. 

Things moved rapidly after that. 
When Skitch switched to an evening 
schedule, and Bob Elliott and Ray 
Goulding moved into his place, NYC 
stayed where they were. Then, in Jan- 
uary of last year, when it came time 
for the renewals of the spot announce- 
ment contracts, NYC felt that the time 
had come for the big play. 

Having long since picked its shows, 
NYC quickly bought the portions it 
wanted of virtually all of its present 
list. \ few recent addition-, such as 

the Joint Lascelles Show on Buffalo's 
\\<d! bring the list up to date. States 
the railroad: "In each city, the Cen- 
tral went after the show and the sta- 
tion that could deliver the best and 
biggest audience for the money paid 

out. could give the best value" 

Once having bought into the pro- 
grams it wanted, making them pay off 
was up tn i In- commercials. Here's how 
the technique is carried out backstage. 
For the 1 1 markets. Foote, Cone & 
Belding's Harry Frier actually has to 
write 11 sets of commercials. One mas- 
ter set is done, to orient the general 
themes (vacation travel, plugs for cer- 
tain trains, institutional messages, com- | 
fori of NYC trains). Then. Frier has 
to knock out 11 variations on this 
theme. Each set has to have certain | 
over-all angles, such as local place and 
train names, local NYC agents' names, 
departure times. Each set, too, has to 
be in the "style" of the particular ra- 
dio personality — something Frier 
achieves by remote control with the ex- 
tensive use of "air-check" transcrip- : 
tions of each individual show. Admits 
Frier: "It isn't easy, although it's 1 
worth the effort. Sometimes I feel as I 
though I'm writing copy for 11 differ- 
ent clients at once. However, it all 
boils down to the same thing." 

New York Central itself states: 
"Commercials for all the Central's ra- 
dio programs are written to allow plen- 
ty of room for ad-libbing. The idea is 
for the entertainer to make friends for 
the railroad in his own way. The maim 
emphasis in the program plugs is on| 
passenger service, but subjects cov- 
ered have ranged from foreign freight 
handling to Christmas music in Grand 
Central Terminal. Prepared scripts 
are sometimes put aside in favor of let- 
ters from passengers praising NYC 

The majority of the radio commer- 
cials are strictly "sell" copy. NYC does 
some institutional air promotion for 
itself on its own shows, in addition to 
that done by the AAR for all railroads 
with Railroad Hour. 

NYC is a very active member ofl 
AAR, and does much to support thei 
association's show, in which it shares 
part of the costs through AAR dues. 
There are handsome displays in NYC 
terminals, notably Grand Central in 
New York, to promote the show. Also, 
considerable use is made of AAR pro- 
motional kits, ad mats in merchandis- 
ing the show to the public and to em- 
ployees. Even the public address sys- 1 
tern of Grand Central, with which the { 
late Harold Ross of the New 1 <"/.<-, 
carried on a running feud when NYC 
thought of making it "commercial^ 
airs plugs for Railroad Hour on da\« 


ILF*- lM& 





If you're gunning for bigger sales in Western 
Michigan, use the double-barreled power of the 
Fetzer stations — WKZO-TV in television, WKZO- 
WJEF in radio. 

TV— WkZO-TV is the Official Basic CBS Tele- 
vision Outlet for Kalamazoo-Grand Rapids, and 
also provides intensive primary service to Battle 
Creek and dozens of other important cities and 
towns in Western Michigan and Northern Indiana. 
The WKZO-TV signal effectively reaches more sets 
than are installed in metropolitan Kansas City, 
Syracuse or Louisville! A recent 24-county Video- 
tex Diary Study made by Jay & Graham Research 

Corporation shows that WKZO-TV delivers 54.7% 
more Western Michigan and Northern Indiana 
homes than Station U B"! 

AM" WKZO, Kalamazoo, and WJEF, Grand Rap- 
ids, are far and away the best radio buys in Western 
Michigan. Bought in combination, they cost con- 
siderably less than the next-best two-station choice 
in Kalamazoo and Grand Rapids, yet deliver about 
57% more listeners! BMB figures prove great rural 
circulation, too. WKZO-WJEF's unduplicated BMB 
Audience is up 52.9% over 1946 at night — up 
46.7% in the daytime! 

Get the whole story — write us or ask Avery-Knodel. 
* .-I wolf neighing just over 175 pounds was killed on Seventy Mile River in Alaska. 





¥ and GREATER 




In Canada 

more people listen to 


regularly than to 
any other station 

•fc^he 1950 BBM figures show 
1 CFRB's coverage as 619,050 
daytime and 653,860 night time — more 
than one-fifth of the homes in Canada, 
concentrated in the market which ac- 
counts for 40% of Canada's retail sales. 



United States: Adam J. Young, |r. Incorporated 

Canada: All-Canada Radio Facilities Limited 

when the musicomedv series is aired 
on NBC. 

lint \<w York Central's radio pride 
;.iid jo) is still its near-dozen morning 
men, wln> sell \YC amidst their well- 
rated potpourri of music, news, rec- 
ords, chatter, and wake-up gags. 

This is easy to understand. Recent- 
ly, one of the Central's air personalities 
was winding up his show, and getting 
set to go home for a late breakfast. A 
phone call came in, from a listener who 
thought the radio performer would be 
interested in the effect he had in per- 
suading people to travel on the NYC. 

"I just want you to know," said the 
listener to the disk jockey, "that the 
next time our organization holds its 
annual convention in Chicago, we're 
going by New York Central. I'm in 
charge of picking the transportation, 
and I'm sold on the Central from what 
you've told me." 

When the story was relayed to New 
York, nobody was more pleased than 
raliroad adman Jim Webster. As he 
soon discovered from Passenger Traf- 
fic, this convention traffic on NYC 
would amount to some 300 delegates. 

And, before radio, the Central had 
chased this kind of business — unsuc- 
cessfully — directly and indirectly for 
years. * * "* 


^Continued from page 55) 

Fun show — and to acquaint them with 
the chowder as well— WMGM, New 
York, sent a container of Beaver Brand 
along with the press release. On the 
market for three years, the chowder 
has distribution in the big food chains 
in metropolitan New York and is also 
on sale in Boston and Springfield. 

KBON, Omaha, reports that it has 
sold a minute of silence and that the 
client is well satisfied with the many 
favorable comments from listeners. 
The Heafey and Heafey Mortuaries of 
Omaha were the purchasers of the si- 
lent minute on the early morning Don 
Perazzo d.j. show. At 6:44 a.m. the 
KBON announcer says: "Heafey and 
Heafey, your friends when friends are 
needed most, invite you to join in one 
minute of silent prayer for world 

When a two-hour simulcast for the 
March of Dimes yields $6,446 in 
pledges l'\ viewers and listeners, it has 

done a good job; especially when it 
does this in a community where only 
three days previously a "Mother's 
March" had resulted in $94,000 in col- 
lections. Credit goes to radio station 
WAGE and TV station WHEN, Syra- 
cuse, N. Y., which jointly conducted a 
two-hour show for the Dimes campaign 
on 3 February just for good measure. 

Brand Names Day— 1952 will be 
celebrated 16 April at the Waldorf- 
Astoria, New York. John K. Herbert, 
NBC v.p. in charge of radio network 

sales, is chairman of the planning com- 
mittee, which met recently at a lunch- 
eon in the Brand Name Foundation's 
offices. Present were (photo, l.to r.) 
Jacob A. Evans, NBC radio advertis- 
ing manager; James M. Toney, public 
relations director, RCA Victor; Har- 
old A. Lebair, N. Y. Times; Charles A. 
Rheinstrom, v.p., J. Walter Thompson; 
Mr. Herbert; George W. Fotis, Rem- 
ington Rand; Edward A. Gumpert, Na- 
tional Biscuit Co.; Jack Glasser, Cal- 
vert Distillers Corp., Nathan Keats, 
v.p., of the Foundation. 

Guests at the Hotel Brunswick in 
Lancaster, Pa., would find it difficult 
to be oblivious to station WLAN in 
that eit\. In a promotional tie-up be- 
tween the hotel and the station, copies 
of the station's daily "News Head- 
lines" bulletin appear on the hotel's 
luncheon tables, and the WLAN week 
ly program log is placed in rooms, all 
of which are radio-equipped. 

The WTVJ, Miami, all-night "TeleJI 
thon" held 19 and 20 January for the 
United Cerebral Palsy Association rej 
suited in a total collection of $58,81lJ 
Leonard H. Goldenson, president of thej 
Palsy Association and president of 
United Paramount Theatres, in a tele< 
gram to Col. Mitchell Wolfson, presij 
dent of WTVJ, stated that the $58,81^ 
collected represented the highest ratic 
of contributions both to population anc 
TV sets in the Association's experience 
• • i 


In Los Angeles... 



Powerful KNBH blankets the vast Southern 
California market... puts your spots in 
the finest TV company! 

It's over 200 miles from Santa Barbara to San Diego. Here lives 
America's second largest buying population. And here NBC sta- 
tion KNBH is doing one of the most terrific coverage jobs in the 
short history of TV In the primary Los Angeles market alone there 
are now more than 1,100,000 TV sets. Thousands more are in the 
so-called "fringe area!' And with its array of top-talent transcon- 
tinental shows, KNBH is now reaching a huge percentage of this 
audience. For choice spot time, contact KNBH, Hollywood, or 
your nearest NBC Spot Sales office today. 




25 FEBRUARY 1952 

fi&QH&t &W#fec/... 


MONDAY THRU FRIDAY - 3:00 - 3:25 P.M. 

"Rhymaline Matinee/' twin brother 
of KMBC-KFRM's exciting "Rhymaline 
Time," was inaugurated by popular 

Heart of America listeners begged for 
a bright, live-talent program in mid- 
afternoon—" . . . like Rhymaline Time 
. . " they said . . and their response 
has been extremely gratifying. "Rhyma- 
line Matinee" mail count has been in- 
creasing by leaps and bounds since it 
went on the air, and according to the 
latest surveys it looks mighty fine rating- 
There are a limited number of avail- 
abilities on "Rhymaline Matinee" — so 
write, wire or phone KMBC-KFRM, Kan- 
sas City, or your nearest Free & Peters 


Miss Betty Swords 

Howard H. Monk & Associates 

Rockjord, III. 

Deat Betty; 

Here air some pernts ter keep in 

mind th' next time yer lookin' fer a 

place ter do someadvertizin' : 

Bank clearin's 
is UP 25% in 
Charleston, West 
Virginny over 
las' year! Bank 
debits is UP in 


Postal n 
1951 una I I' 

darned near .100 
thousan' dollars 
over 1<)50! Any 
nay vuh wants 
ter look at it. 
Hetty, this here 
is a mighty fine 
p I a c e ter sell 

Pee put 

an- aspendin' 
totsa money, an' 
^they're a buy in' 
' n's they 
r! WCHS gives you more 
•se big buyers fer lisseners then 
\nh bought all th' other jour 
is in town put tergether! 

) rs. 

Charleston, W. 



i Continued from page 39 I 

Crosb) record being twirled on a local 

This sort of fatherly, we-know- 
what's-best-for-\ou attitude of the FCC 
actual!) shapes thinking in radio-TV 
advertiser circles. Because of the in- 
vidious comparison inherent in the law. 
as written, sponsors too often feel to- 
daj that an) sort of recording method 
automatically is a "second best" to live 
entertainment. Such an example was 
discovered b) SPONSOR in an inten iew 
with the research chief of one of New 
York's biggest Radio City-area agen- 

Leaving out actual names for obvi- 
ous reasons, the story goes like this: 

One of the agency's big clients had 
been the sponsor of a well-rated live 
radio show for several years. How- 
ever, the show's star had been offered 
a good "running part" in a leading 
TV show. To continue with the radio 
show in its present form would have 
been very difficult for the star. It 
would have meant a complex and ex- 
pensive rehearsal schedule for the ra- 
dio show, which would have upgraded 
its production budget. 

The agency felt it had the perfect 
solution: put the show on tape. With 
the whole proposal mapped out, the 
agency went to the client's board chair- 
man. They made their pitch. But, the 
words bounced off the brass hat like 
ping-pong balls off an armored car. 

"What!" roared the board chair- 
man. "Put our show on a record! The 
whole thing would be ruined — all the 
appeal would be gone. The public 
would never listen to it." 

That was the end of the agency's 
suggestion. Eventually, it was the end 
of the show, too. In protecting (he 
thought l the public against an "in- 
ferior" type of entertainment, the 
agenc) client deprived them of it alto- 

sponsor learned from other agency- 
men that this case, although extreme, 
is not unique. Even advertisers who 
are airing taped programs on radio 
networks I see "The tape recorder: it 
is revolutionizing radio programing." 
sponsor. 8 October 1951 ) are often 
mildl) suspicious that tape recordings 
,iic somehow a "second best." Agency 
argjunwnts, to the effect that tape re- 
cordings will reproduce sounds of up 
to 15,000 cycles Eaithfull) and without 

surface noise, an' frequently to no 
avail. The same is true of TV film I 
quality. Sponsors to whom "film" 
means old Hoot Gibson Westerns or 
earl) kinescopes with a Jell-O-like re- 
production quality are often firmly 
convinced that anything but live TV 
will be the death of the show. 

These stand-pat radio and TV adver- 
tisers have one thing in common. 
They're convinced that a good part of 
the public wont enjo) a show that's 

Actually, from all the evidence that 
sponsor has turned up, they're par- 
tially right. At the same time, the\'re 
partially wrong. The paradoxical sit- 
uation becomes clearer with a brief 
look at the historical side of the FCC's 
controversial rule. 

When the ruling first became law, as, 
a result of the Federal Radio Commis- 
sion (forerunner of FCC) urgings in 1 
1932. there seemed to be many goodj 
reasons for it. For one thing, networks' 
looked upon transcribed shows the way! 
a woman wearing a dress from Hattie 
Carnegie would look at a copy of the, 
dress from Macy's basement. Tran-i 
scriptions were banned from the net- 
works. In fact, networks even kicked 
up a royal rumpus if an advertiser 
wanted to make off-the-air recordings 
of his live network show. (George 
Washington Hill broke through tha\ 
ruling in the late 1930's by calling up 
RCA's David Sarnoff, and sa\ ing h< 
was going to make off-the-air record; 
ings of Hit Parade, or else he was tak 
ing his business to CBS. The air-checl 
recordings were hastily permitted.) 

Another reason for the FCC's "laj 
beling" rule came in the qualit\ o 
transcriptions. In the earh I930's 
transcriptions were pretty poor: tli 
big shellac disks had scratch) surfaces 
cheap talent, and were a real "back 
woods" part of broadcasting. Som 
irresponsible broadcasters in the carl 


Two mail order programs sell 
$51,592 worth of cattle! 

; unlikely mail order item thar 

WSM recently sold 232 of them, for a total of $51,592.00, and 
wrote one more amazing chapter in the history of the Central South's 
boss salesmaker. 

The cattle belonged to Mr. Otis Carter, 15 year sponsor of Carter's 
Chick Time. His knowledge of WSM's phenomenal ability to sell baby 
chicks prompted him to offer a herd of 232 feeder cattle to the 
WSM audience. 

Just two programs did it — cleaned out the herd, hor 
all! Some of the buyers came from 300 miles away, and Mr. Carter 
could have sold twice the number he had on hand. 

Was the sponsor surprised? Not at all. Says Mr. Carter "anyone 
can sell a farmer anything he needs over WSM." WSM isn't solicit- 
ing mail order accounts. But a station that can move $51,592.00 
worth of sirloin on the hoof with two mail order programs packs a 
sales punch you can't afford to pass up. 

Irving Waugh 

25 FEBRUARY 1952 



An indispensable collection of 
pre-tested musical sketches for 
the producer, director and artist 
B M I ' s new "Television 
Sketch Book" contains hun- 
dreds of practical suggestions 
snd ideas — mostly simple, some 
elaborate — for the presenta- 
tion of songs in dramatic, 
comic and pictorial fashion. 

Here are 44 standard songs 
of every variety, from ballads 
to waltzes, with accompany- 
ing scripts or sketches in com- 
plete form. 

The sketches will give you a 
series of complete musical 
shows or can be used in the 
production of variety pro- 
grams or for scene setting seg- 

There are dozens of ways in 
which you can adapt the 
Sketch Book to advantage. 



There's More 










& CO., INC. 

days deliberately tried to create the 
impression, with retail-type recorded 
entertainment, that name stars were 
singing in their studios. 

The >ears went by. Transcriptions, 
in the hands of men like Fred Ziv, 
I Harry Goodman, C. P. MacGregor, 
and others became a big business in 
their own right. The quality improved. 
Star values became comparative with 
live shows — and so did program rat- 
ings. But. the law was not changed, 
largely because of the constant pres- 
sure of networks to keep it there. In 
those days, the "e.t." was viewed by 
networks as a threat to the whole sys- 
tem of networking shows, and was 
classified as a kind of "disk jockey" 
brand of showmanship. 

4*They say there is too much research 
in radio compared to ether media. 
You can't have too many facts about 
any medium providing ihe facts are 
correct, reliable and properly used and 

Business Consultant 

Then, in 1946, the great turning 
point in the history of transcribed pro- 
grams came about. Bing Crosby, tired 
of the steady grind of turning out a 
show every week, was the center of the 
affair. Crosby refused to go back to 
radio, unless he could transcribe his 
show on the then-newfangled Ampex 
tape recorder. At first, no network 
would touch the business. ABC, then 
only recently a separate entity from 
former-parent NBC. was the one who 
broke ranks. Everyone in the broad- 
cast advertising business watched the 
results carefully. 

Among the innovations in the Cros- 
by technique was a seemingly-small 
one. That was the business of taking 
the enforcement of the FCC's law from 
the hands of the broadcaster (who had 
formerly made the e.t. identifications) 
and inserting it into the program for- 
mat. In other words, burying it. This 
complied with FCC rules, but in effect 
violated the intent. 

Instead of coming on the air with a 
cold phrase, such as "The following 
program is electrically transcribed," 
Crosby's writers tucked the word away 
in the program's opening. 

The result, once the ABC-Crosby ex- 
periment proved a success, was a grow- 
ing flood of taped radio network shows, 
as well as some ingenious manipula- 
tions of the word "transcribed." This 

has continued from 1947 to the present 

As a former editor of NBC's con- 
tinuity acceptance department, now 
working for a leading research organi- 
zation, recalled for SPONSOR: 

"Radio made an adjective out of 
what had been a noun, and usually 
made the word a kind of thin piece of 
salami between two big pieces of rye 
bread. The result was that you had to 
be pretty sharp to catch the word at all. 
The public would hear a big fanfare 
opening, the sponsor's name, and then 
something like "before we bring you 
another transcribed-in-Hollvwood ad- 
venture in the life of Joe Zilch. . . ." 
See what I mean?" 

Here are a few other typical exam- 
ples of how radio men ( and more re- 
cently, TV men) have skirted the letter 
of the FCC law: 

". . . every night at this time the 
Longines Symphonette plays a tran- 
scribed concert of the World's Most 
Honored Music, brought to you by. . ." 

"... (Big Music Chord) The Bob 
Hope Show! Brought to you tonight 
direct from Camp So-and-So, Nebras- 
ka (Big Music Chord — Applause, Un- 
der:) Transcribed with Les Brown and 
his orchestra . . . and here's the star of 
our show . . . Bob Hope!" 

". . . And now we bring you — spe- 
cially filmed in Hollywood to keep you 
on the edge of your chair — another 
thrilling episode in. . . ." 

It might be easy, at this point, to say 
that the FCC law is virtually meaning- 
less, since the identification of "me- I 
chanically reproduced" shows is so 
skillfully tucked away. It's also easy | 
to say that such mild tactics are, after I 
all, cheating the public. 

The admen's answer to this was 
summed up for SPONSOR by Tom Mc- i 
Donnell, Radio-TV Production Direc- j 
tor of Foote, Cone & Belding. Said Mc- j 

"If vou want a moral parallel, just 
look at Hollywood. Hollywood's fea- 
ture film are hardly live entertainment, 
yet there's no law which makes a 
theater operator say so. The whole em- 
phasis is carefully built around the 
'immediacy' that people feel in a the-j 

RIGHT the first time! TV 
film spots by TELEFILM Inc. 


Shortest distance between buyer and seller 

... an elevator that takes advertisers around 
closed doors. Write Norm Knight at 510 
Madison Ave., New York 22, for "The 
Happy Medium," with suggestions for get- 
ting the most out of your radio-TV trade- 
paper ads. 

25 FEBRUARY 1952 

atre when they're watching a good 
movie. For instance, every film has a 
copyright date, which will show the 
audience exactly when it was made. 
Hut. is it clearly stated? It is not — in 
fact, it's almost always put on in Ro- 
man numerals so that the puhlic won't 
catch on to the fact that the film was 
made one or two years ago. As to 
tricking the public, what about special 
miniature sets that look like real train 
wrecks, singers who can't sing a note 
and have 'dubbed' voices, or the won- 
derful work of the makeup men with 
everything from wigs to 'falsies'? What 
do you suppose Hollywood would say 
if a law was passed that made them 
label every 'mechanical' trick used in 

Snorted McDonnell: "If Hollywood 
can remove the 'canned' feeling of 
movies by dating them with Roman nu- 
merals, maybe the FCC should allow 
us to say 'The following program is 
transcribed' — in Latin!" 

Joshing aside, there's a strong note 
of truth in McDonnell's words. Holly- 
wood is well aware of the fact that they 
are in the business of selling escapist 
entertainment. Also, moviemen are 
aware that a theatergoer's celluloid 
dreams would suffer if he was aware 
of the fact that he was watching some- 
thing made with considerable mechani- 
cal labor several months before. 

Just what effect the tagging of tran- 
scribed and film shows as such has on 
the public's enjoyment of a program is 
still a somewhat-vague item. How- 
ever, there are some reliable guideposts 
in the research that has been done on 
the subject. 

For instance, at the time when the 
tape-recorded Crosby show was mak- 
ing headlines in the trade press, NBC 
quietly conducted a series of tests in 
Schwerin Research audience reaction 
sessions. NBC discovered (at a time 
when transcription quality was not as 
good as it is today) that 55% of the 
public had a favorable attitude toward 
transcriptions — but 45% of them felt 
they were "less enjoyable than live 

However, in further tests, NBC and 
Schwerin discovered an interesting 
thing. Even those who disliked the 
idea of listening to a transcribed shn 
found it difficult to single out recordH 
shows from live shows when th»\ 
weren't told which was which. 

Reported the NBC research depart 
ment later to network executives: "II 


.in individual remembers the transcrip- 
tion tag, he won't go wrong. But, il 
he Fails t<> notice the annoum ement or 
forgets it. he can't tell the difference." 
I lu- was boi n oul in the findings I hi 
entire sample I both pro and anti-tran- 
si ripl ion I onl) averaged 60' , correct 
in identification onh slighth bettei 
than mere guessing. 

Isa l\ parallel, Vdvertesl Research 
made .1 survej oi .1 i \ -owning panel 
of 816 in New ^i ork-New fers -\ area 
in the spring ol l' r >". \t that time, 
the) discovered that among I A \ iew- 
ers, about six out of LO people did not 
recognize the fact that (lit- tlan Young 
Shou was "ii film. \bou\ seven out of 
in didn't know that Ed U ynn was on 
film. rhis is particularl) interesting 
since both shows, as -ecu in New ^ ork 
then, were on kinescope film hardl) 
the equal in 1950 of studio-produced 
films, like / Love Lucy and Groucho 
Marx's ) ou Bet ) out Life. 

( v )uite recently, in the final month of 
1951. Vdvertest also checked up on 
i\ movie popularit) in it- panel. 

U)OUt five OUt Of ID people liked T\ 

films equally, or more than, "live" 
shows but !;',._" , liked them less than 
live T\ programs. I his has a rathei 
remarkable resemblance to the earlier 
v > hwei in figures, whi< h suggests: I I I 
fte ell,-, 1- of "tagging" l\ films as 
Mieh is comparative with those of ra- 
dio's transi riptions, and 1 2 I the situa- 
tion hasn't changed much in public 
attitude- in the past lew years. 

'For fuller detail-, see SPONSOR 
■ harts, page 18. 1 

Most striking was a spe< ial study, 
done for NBC, b) it- \\ ashington ra- 
piooutlet, \\ RC, in 1947. \t that time, 
■earl) seven oul of LO people answered 
'He question "If you should learn that 
• ■•in Favorite program was transcribed, 
would it make am difference to you?" 
1>> -a\ ini; "No." Some Id. 7' , ol the 
-ample said "1 es." 

Vmong the ""i es" respondents, the 

- single reason given was "Isn't 

spontaneous." Other-: "Prefer in Per- 

I akes interest awaj ," "Qualit) 

bad," "Deceptive," etc. 

Summarized in advertising terms, 
particularl) where it affects sponsored 
'trail- nlied or "film" programs, 
these research findings 1 an be inter- 
as applying to the FCC's regu- 
lation in the following wa) : 

1- No other advertising oi enter- 
tainment medium i- forced In govern- 
ni *' nt 'aw to make .1 constant distin- 

25 FEBRUARY 1952 

"Amazing, but true— 
120,000 divided by one 
is still 120,000"* 

Says J. Walter Microdope 


We need no scientist to tell us that the 120,000 
television homes in the Memphis area represents 
an undivided audience of television viewers and 

For WMCT is the 
first and only station 
in this great 2 billion 
dollar market. When 
120,000 homes look 
and listen to television 
in this area, you can 
be sure they are look- 
ing and listening to 
WMCT only. 

this is the nun 

t 1 i.l. 

homes in ih, 

Mi mplm 

Mid-South an 

National Representatives The Branham Company 


Owmd and operatad by 


Alt* affiliated with CBS, ABC and DUM0NT 

Mr. \\ W. M< Ulistkr, 
President of San Ant 

"...mentioned by new customers more 
than any other advertising/ 7 

That's what the Wyatt Agency of San Antonio, Texas, says 
about the Fulton Lewis, Jr. program on KMAC, sponsored 
by their client, the San Antonio Building & Loan Association. 

Mr. W. W. McAllister, President, states that a well-coordi- 
nated advertising program has built the Association into one 
of the first hundred of the nation's savings and loan institu- 
tions. Mr. McAllister earmarks a large portion of his ad 
budget for sponsorship of the news analyses by Fulton Lewis. 
Jr. because "of comments which are constantly received 
commending this public service for San Antonio." Mr. 
McAllister feels that the interest which the Fulton Lewis, Jr. 
program arouses has played a substantial part in making 
1951 the greatest in the history of the Association. 

For network prestige and a ready-made audience, investigate 
the locally-sponsored Fulton Lewis, Jr. program. Though 
currently presented on more than 370 Mutual stations by 572 
advertisers, there may be an opening in your locality. Check 
your Mutual outlet — or the Cooperative Program Depart- 
ment, Mutual Broadcasting System, 1440 Broadway, NYC 
18 (or Tribune Tower. Chicago 11). 

guishing identification between enter- 
ta'nment that is "live" and entertain- 
ment that is "mechanically repro- 

2. Although a majority of people 
bear no moral ill will against tran- 
scriptions and films per se, there's a 
sizable segment of the audience which 
does dislike them on principle. To 
them, the reminder that a show is "re- 
corded" detracts from the show's enter- 
tainment value. 

3. The quality of broadcasting's 
''mechanical reproduction," in the 
form of tape recordings and films, is 
now so far advanced that people have 
increasingly greater difficulty in telling 
them from "live" shows. 

4. People knowing a show is "tran- 
scribed" (or "filmed") object mostly 
on the basis that the show would lack 
spontaneity. Yet, even these same peo- 
ple cannot, in most cases, sort out a 
"spontaneous" transcribed show (such 
as Bob Hope's taped appearances at 
Army camps) from a "spontaneous" 
live broadcast of the same show or 
similar shows. 

5. The forced mentioning of the 
fact that a show if transcribed or 
filmed has a known harmful effect on 
the impact of a sponsor's program, in 
that it subtracts part of some listeners' 
(or viewers') enjoyment. In self-de- 
fense, radio-TV producers have man- 
aged, these days., to bury the identifica- 
tion so that it's barely noticed. Con- 
versely, many admen feel that these 
two factors make the FCC regulation 
completely out-of-date, and useless. 

Whether the FCC will feel that, in 
light of current facts, its rule is obso- 
lete and unfair on one hand, and a con- 
tinuing irritant to the industry on the 
other is something that only time will 
tell. * * * 


{Continued from page 41) 
ception of a three-year period from 
1945-1948; during that hiatus the firm 
was unable to find a good male inter- 
est show suitable for selling its four 
famous brands of pipe tobacco: Old 
Briar, Model, Dill's Best, and Tweed. 
When the television medium started 
catching fit in 1949, the company 
looked for a way to transfer its selling 
success to TV. and at the same time ex- 
pressed a desire to maintain the effec- 
tiveness of its radio advertising which 
had been built up for such a long pe- 
riod of time. 


tacordingly, the 

and its 

agency, Kudner, went to work on the 
problem; under the direction of \l\ron 
Kirk, agency vice-president and radio- 
TV director, Kudner treated the Mar- 
tin Kane AM and TV shows, huilt 
around the tobacco shop theme. The 
tobacco shop was suggested by J. Whit- 
ney Peterson. U.S.T. president, and 
was conceived to integrate the sales 
messages of all four of the firm's pipe 
tobaccos because there was not suffi- 
cient business volume on any of the 
brands individually, to carry a network 
program. The Kudner commercial 
proved ideal, achieving dealer and con- 
sumer acceptance. 

U.S.T. gets the maximum mentions 
of its products throughout the Martin 
Kane shows because of the nature of 
the tobacco shop. This is a rarity in 
itself since there are usually few op- 
portunities for sponsor identifications 
in dramas beyond the commercials. 

The flexibility in the tobacco shop 
format has been responsible for the ris- 
ing demand for Sano and Encore cigar- 
ettes since U.S.T. purchased the Flem- 
ing-Hall Tobacco corporation last May. 
This undertaking cost U.S.T $4,325,- 
000. and brought U. S. Tobacco into 
the field of cigarette manufacturing. 
New machinery was shipped in to the 
company's plant at Richmond, Va., and 
U.S.T. had five new products: Sano, 
Encore, Sheffield, Stratford, and Maple- 
ton — all of which repeated the original 
advertising problem, since none of 
them could carry a show of any size 
hy itself. 

Encore and Sano. therefore, were 
added to the shelves of the radio-TV 
tobacco shop, and the four pipe tobac- 
cos were put on a rotation basis I only 
tw o a week I . 

Knowing that women are more in- 
terested than men in health measures. 

U.S.T. impresses them with the de- 
nicotinized value of Sano. This same 
approach has been used with per- 
sonal appearance endorsements by 
three baseball stars recentlv : Ralph 
Branca. Sid Gordon, and Gene Wood- 

During a program scene at the to- 
bacco shop, the ball player comes into 
the shop, buys a carton of Sano, as the 
commercial is given in this manner: 

HAP: Well, Gene Woodling! . . . 
What are you doing in this neck of the 
woods? Thought all you big leaguers 
were in Florida by this time. 

WOODLING: I'm leaving in a cou- 
ple of weeks, Hap. I just dropped in 
for a carton of Sano cigarettes. 

HAP: Well. Gene ... I see you know 
your brand all right. Sano cigarettes 
. . . really great cigarettes . . . with less 
than one percent nicotine. 

LT. GRAY : As a point of curiosity, 
Gene ... do you smoke Sano all the 

WOODLING: Sure do, Lieutenant. 
Got to keep in training, you know. 

HAP: There! . . . you see, Gray? 
I told you more and more athletes were 
smoking them . . . that less than one 
percent nicotine content reallv makes 
a difference, doesn't it? 

WOODLING: It does, at that. But 
I'd smoke Sano cigarettes any time. I 
really like their taste. 

The transaction of the sale is then 
completed, and after Woodling exits. 
Hap and Lt. Gray get back to the plot. 

Of course, all during the commercial 
on the TV show, listeners were viewing 
all the other U.S.T. products stacked on 
the shelves and counter of the shop. 

A tribute to the Sano commercial 
was voiced by Eric Calamia, managing 
director of the Retail Tobacco Dealers 
of America, and himself the owner of a 
New York Citv retail s*ore. when he 

told si'ONSOR that "Although a number 
of women go for the health angle, Sano 
commercials don't unduly emphasize it. 
They don't go overboard and take a 
crack at the industry on the nicotine 
angle. Furthermore, I believe that Sano 
has had a great demand in stores, and 
sales have increased since the radio- 
TV advertising on the Martin Kane 
tobacco shop. Retailers are very 
pleased with the Sano growth since 
U.S.T. took over." 

On occasion. U.S.T. includes a brief 
plug on both the radio and TV shows 
for its leading snuff product, Copen- 
hagen. The scene in the tobacco shop 
shows a customer buying a tin of the 
snuff, accompanied by this five-word 
message from Hap: "Copenhagen, best 
made, you know." 

For its roster of remaining snuff 
products, including several brands of 
dry and moist snuff, U.S.T. sponsors 
20 daily radio shows of 15-minute 
length in various Southern markets. 

The sponsor and advertising agency 
are happy with this plan of advertis- 
ing, and especially with the sales of 
U.S.T. products featured on the Mar- 
tin Kane shows, says Dick Farricker, 
Kudner executive on the account. He 
is also happy that the TV program has 
managed to hold its own ratingwise 
despite the fact that another mystery- 
drama. Racket Squad (CBS), is now 
on at the same time in almost all of the 
live TV markets. 

Consumers and trade people are also 
pleased with the programs and the to- 
bacco shop set up. The tobacco "deal- 
er" on the program, Hap McMann, is 
so strongly established in the audience 
minds, that all across the country to- 
bacco dealers report that customers are 
now calling their clerks "Hap" or 
"Happy."' The commercial has be- 
come an integral part of the story, and 

25 FEBRUARY 1952 

KROD, El Paso 

1951 AWARDS 


Ttetia AWARD 

KROD won the first Nutrena Mail Pull 
Contest in competition with top stations 


first prize among the 50 

KROD al: 

itations carrying the "Red" Foley Show 
for Jewel Shortening. The prize was 
awarded for the best job of promotion. 
These awards prove that KROD "gets 
the job done." It can do it for YOU too. 


• Billboards 

• Dealer letters 

• Courtesy announcements 

• Newspaper ads 

• Dealer calls 

• Posters 

• Car and bus cards 

miiii.itick BROADCASTING Corp. 

Chairman of the Board 

President and Gen. Mgr. 

there is little listener or viewer resent- 
ment toward it. most admen feel. 

(rade reaction to the tobacco shop 
is expressed in glowing terms In Stan- 
lej Daly, editor of the Tobacco Jobber, 
who calls the set-up, "The best dealer 
relations commercial." Dal\ adds that 

"U.S.T., on the Martin Kane shows. 
has made the independent retailer a 
personality. It s an ingenuous commer- 
cial and an excellent example of double 
purpose advertising. It boosts the 
product on the consumer level, and 
then boosts the retail outlet with the 
consumer, creating a good feeling 
among retailers in thousands of out- 

Members of the trade also list U.S.T. 
as one of the top companies in point-of- 
sale promotion, having excellent rela- 
tions with tobacco distributors and 
dealers. Tobacco retailer Calamia sa\s, 
"The majority of retail dealers feel 
I hc\ receive direct recognition when 
the\ contact or do business with 

The U.S.T. Company dates back to 
2 December 1911, when it was incor- 
porated in New York as the Weyman- 
Bruton Company. It was not until 14 
March 1922 that it took its present 
name. Prior to 1911. the company was 
a part of the American Tobacco Com- 
pany, and was set up as an indepen- 
dent organization in accordance with 
a dissolution decree of the L. S. Cir- 
cuit Court in Southern N. Y. 

The president of the companj is J. 
Whitney Peterson, a U.S.T. veteran of 
30 \ears. Advertising manager is 
Vice President Lou Bantle. who works 
verj closely with the Kudner Agency 
on all advertising policy. 

With the exception of the three-year 
period from 1945-1948, the U.S.T. 
Company has been on network radio 
since 1933. Their initial show was 
Half Hour For Men featuring Pick and 
Pat, NBC. The program remained on 
the air until 20 February. 1939, going 
under four different titles: One Night 
Stands, Model Minstrels, Pipe Smoking 
Time, and Pick ami Pat. In June of 
1935. the company switched the show 
to CBS. The next program was How- 
ard and SheltOn lasting almost two 
years. In 1940. U.S.T. sponsored 
Fields and Hall for 13 weeks, and then 
took over the Gay Sineties Revue with 
Beatrice Kay, Joe Howard, and Ray 
Bloch'a orchestra. For three and one- 
half years U.S.T. stayed with this show 
on CBS, and sudden!) discovered dial 

The feeling is 


Why not take advantage of this 
beautiful situation? Let WVET 
sell for you in Rochester. 



Represented Nationally by 

5^ * 


S 4 Reasons Why 

■• The foremost national and local ad- 

m * vertisers use WEVD year after 

^J year to reach the vast 

^1 Jewish Market 

^* of Metropolitan \cw York 

|^^B I. Top adult programming 

— ■ 2. Strong audience impact 
***^f, 3. Inherent listener loyalty 

"^^^ 4. Potential buying power 

»»»»2 Send for a e °py of 



^^^^ M.n.ging 

^^^* WEVD 117-119 W«l 46lh St.. 

£555 New York 19 


isle audi- 


[Continued In 


' /" 

13 1 

Vlarmed, the compan) dropped out 
D j radio For a little over three years, 
except l'"i selective announcement cam- 
paigns in the South, until the righl 
belling Formula was Found again. In 
1948 U came. \nd I .S.T. bought a 
M u./ show, Take / \umber, on Mu- 
tual. It added another program, the 
\l„n \ext Door, in March ol I'M". 

Preparation was now underwaj to 
develop an \\l- 1 \ ad plan, and the 
Number show was dropped in Jul) 
J949. I'll.- following week, 6 Vugust, 
Martin Kane made it- \M debut over 
Mutual, ami was Followed Foui weeks 
titer u itli the I \ version ovei NBC. 

\t this time I .S.T. switched the \M 
bow to NB( ! to make foj easiei 1 0- 

■rdination of men handisin- ami pro. 

notional aids, and replaced \\ ill iam 
Eargan, who had played the leading 
bales on both media, w ith Llo) d Nolan. 

I h. 1 hanging of the net and replace- 
111. ait b) Nolan on radio received little 
Eoopla. Tin' I V show took a seven- 
peek hiatus, returning the end ol Vu- 
■tast to an extensive publicity campaign 
under the direction of Kudner's John 
\a1.0M, . 

Uthough I .S.T. has been a success- 
ful radio sponsor for mam years, the 
initial response to their first T\ pro- 
kam has given the compan) assur- 
ance that the) arc on the righl track 
in their first T\ venture. The basic 
Wvertising polic) of commercial prod- 

I I integration has cai ried over to a 
high degn e ol success in both I \ and 
radio. \\ ith an increase in sales for 
195] running 13', ovei the cigar- 
cigarette -tolutcco industr) average, 
I S.T. know- it has found the right 
approach to its selling. * * * 

In Boston 

Judging was done b) a panel of well- 
known Farm radio experts. This in- 
, luded: Norman R. Glenn, editor and 
publishei ol sponsor; Sol Faishoft 
editor and publisher of Broadi asting; 
Phil Vlampi. past-presidenl of I VRFD 
(formerl) N VRFDl and [arm director 
ol W.I/. New York; and Ralston's Gor- 
don \l. Philpott. 

rhese stations, in ordei of rank, 

Willi' Koko.no 

WFBM") Indianapolis, In, I 

• '• 
„, XM Vrlinst.m. Va.. t:,Uh, 1 

K n , l'm-son. An/.. F.ddil ArnnUI. Chn-I. 

\\ I 



111., .YieA- Brans Show 

\,m Honorable m< ntions were 11 • ir<l< (1 

..„. KOI.T (Srottsblnff), KF.VH 
(Omaliah \V,IA(i (Norfolk); Alabama stations 
VVK.Ui (Cariollton ami VV.IAV (.Mullins); ami 

KSI'A I Xa.nu-.lorh.v. T,\ I 

To give lai in radio advertisers and 
non-users, too prool thai farm sta- 
tions can turn on just as big a sel oi 
promotional guns as their eit\ cousins, 
SPONSOR has selected highlights from 
t lie award- u inning presentations of sta- 
tions W 101 . WFBM, and \\K\M. The 
first of these stations won the grand 
award, a new station wagon. The other 
two placed in a lie for second award, 
both winning an \mpex tape recorder. 

Incidentall) . it's been estimated thai 
Ralston spent I apart from airtimel 
$10,000 for the contest. Some $2,500 
was spent in promoting it to the trade, 
and the resl went into prizes and other 
items. \\ hat Ralston received in good 
relations with its air outlets, in mer- 
chandising results and in valuable new 
ideas which it can use for future pro- 
motion, is worth man) tim< s the 1 ost. 

Here briefly are the summarized 
details of what the three prize-winning 
stations did foi Ralston Purina: 

I. WIOU, Kokomo. I... I. Pro- 
gram: I.O.I . lam, Service. On the 
air: Mondaj through Friday, 12:30 
to 12:45 p.m., featuring \\ 101 farm 
din-do, Bob Nance. 

Located in the heart of a rich Hoo- 

-'.-■ farm terr y. \\ 101 cooked up 

a "Mike and Ike" promotion i ampaign 
in connection with Ralston's farm se- 
ries. It was a campaign calculated to 
impress ever) pig-raising farmer for 
miles around. 

\t 18 big feed stores in the district, 
■Mike and Ike" a pair of matched 
porkers were the central points of a 
big "Pig Growing Fight To The Fin- 
ish." Hue pig in the pair was fed 
ordinar) corn. The other "Mike" 
was fed a mixture of Purina and grain, 
with Bob Nance touring the neighbor- 
hood to act as official "weighmaster." 
farmers b) the hundreds watched the 
various "Mikes'" grow like balloons on 
their Purina diets, while Bob Nance 
gave the latest ■"scores" in breathless 
tones on his farm service show. 

The contest -within -a -contest lasted 
from cai lv ( letoher almost up to the 
middle ol November. Farmers came, 
saw the eost-per-pound-gained figures. 
gazed at the well-rounded "Mikes." and 
listened to their radios. Feed sales 
shot up. 

Meanwhile. \\ 101 went to work to 
back up the promotion with a wide 
variet) of devices. On-the-air an- 
nouncements, souvenirs, dealer dis- 
plays, envelope stulfers. tune-in news- 
paper ads. publicity stories- all helped 
to build bijz listening for the Purina- 
sponsoied show. \\ 101 made record- 
ed interviews with farmers in feed 
stores, later played them on the air. 

25 FEBRUARY 1952 

It's As Simple As This .... 


Buying Power! 

WBNS Radio has: 

• An Audience Which Spends 1 BILLION Annually 

• All Twenty Top-Rated Programs 

• Central Ohio's Only CBS Outlet 

• Proved Pulling Power (4,663 replies to _ 
just 3 one-minute local spots) 
Local Personalities with Loyal Listeners 





WBNS — 5,000 

WELD-FM— 53,000 



Be my Valentine 

My Heart's for you 
in '52 

I'll put your spots on 

7<& /4nt TKwfa Station* 


■ .»> <*•*!. t MISSOULA ANACN3* 

WU||fllM^ BUTTE 



Fitting a Medium 
to a Market 

Covers ALL 
of the Rich 

Central N.Y. Market 

Write, Wire, Phone 

Ask Headley-Reed 

Bob Nance even took "Mike and Ike" 
on the road, and truck-toured the en- 
tire district. 

Net result: A big boost in Purina 
sales, and what the station terms "one 
of the most powerful promotion jobs 
WIOU had ever done." 

2. WFBM, Indianapolis, Ind. 
Program: Hoosier Farm Circle. On 
the air: Monday, Wednesday, Friday, 
12:30 to 12:45 p.m., featuring farm 
director Harry Martin. 

Like its neighbor. WIOU, the pro- 
motion gimmick used by WFBM was 
also a contest-within-a-contest. From 
local breeders John & Wray Fox, 
WFBM secured a proud piece of por- 
cine pulchritude: "Checkerboard Sue." 
Sue was a pure-bred Poland China 
Hog, a worthy prize for any farmer. 

The contest was simple enough, re- 
volving around the completion of the 
phrase (in the usual 25 words) "Why 
I would like to own Checkerboard 
Sue." It ran officially from 1 Novem- 
ber through 30 November, with a 10- 
day buildup of promotional hoopla and 
on-the-air teaser plugs in advance. 

A grand total, incidentally, of 80 
announcements were aired on WFBM. 
aside from Farm Circle plugs. Al- 
though Purina is a participating ad- 
vertiser on the show only three days a 
week, the contest was plugged six days 
a week. In addition, "Checkerboai 
Sue" appeared before the video cai 
eras of WFBM-TV each Friday durii 
November, and the contest was plugj 
on the station's TV farm news. 

Purina dealers got into the act, 
operating with the station in setting 
special displays, and in mailing 
promotion pieces. The station coi 
tinued to ballyhoo the contest i 
ads, and on the air. It reached a wi< 
market; over 100 towns were heai 
from during the contest, giving Purina 
dealers a hand) future mailing list, 
and the station a check on listening 
and viewing. 

Winner: A shy little (age 10) 4-H 
Club member named Mary Lee, of 
Zionsville, Ind. 

3. WEAM, Arlington, Va. Pro 
gram: Eddy Arnold (e. t.). On the 
air: Monday through Saturday, at 
6:45 to 7:00 a.m.; Saturdays, 8:30 to 
9:00 p.m. 

Using a transcribed Ralston show ! 
that's aired in a lonj: list of farm mar- 
kets, WEAM turned on the promotion- 
al pressure last fall behind the Eddy 
Arnold airings. 


Some highlights: 

Large, four-color posters for the 
mtm -"mo 50 in all — were planted 
throughout Alexandria and surround- 
ing territories. Every Purina dealer 
had displa\s from the start of the pro- 
motion. For six Saturdaj afternoons. 
WE \M hired a cute local model, 
dressed her in a cowgirl costume, and 
had her parade the streets of nearby 
towns with Edd) \rnold-Purina sign. 

When the Arlington County Hos- 
pital needed a §500,000 addition. 
WEAM tied the show to a charity pro- 
motion, and gave Eddy's pictures to 
contributors. In a few weeks. WEAlVTs 
Purina promotion had raised $137,000. 

A gag stunt, involving a hen who 
could lay a green-yolked egg if fed an 
experimental Purina mix. drew hun- 
dreds to a local arena, raised even 
more money for the charity. 

Said WEAM: "Were Purina to try 
and buy the publicity, promotion and 
goodwill that WEAM earned for Pu- 
rina through thoughtful planning, hard 
work and ingenuity, the price of six 
Cadillacs wouldn't be enough!" * * * 


{Continued from page 28) 

able on punched IBM cards only and 
must be run off specially when re- 
quested. Charge is put at the cost of 
tabulating only. It's expected that 
enough of the key stations will sub- 
scribe so that agencies will have a 
minimum of expense for tabulations. 

Q. What are some of the most im- 
portant uses for BMB-type data? 

A. Most admen are familiar with 
BMB's use in buying time for spot 
radio. It is the basic coverage tool 

directly comparable to printed media's 
ABC. Not as well known is the fact 
that BMB data have other vital uses. 

BMB is valuable in apportioning 
promotion efforts. There's a beer ac- 
count, for example, which hu\s a New 
York state baseball network. Coverage 
figures tell the agency where posters 
plugging the broadcasts should be 
placed. Without good coverage fig- 
ures embarrassing mistakes crop up. 
and point-of-sale posters may be as- 
signed to dealers whose territories are 
not blanketed by the broadcasts. 

The new Standard Report would be 
invaluable now to timebuyers trying 
to figure out how to buy radio net- 
works to supplement their TV cover- 
age. Networks which omit TV mar- 
kets leave gaping holes in coverage be- 
cause TV does not go as far out as AM 
stations dropped in those markets. 
With BMB data, buyers could select 
radio stations around the TV markets 
so as to plug the holes. "We're wait- 
ing eagerly for the new Standard Re- 
port for just that reason." said on? 

In small cities. BMB-type data is 
particularly necessary because there 
are no ratings to go by. Standard Re- 
port becomes the only uniform mea- 
surement available for choosing be- 
tween stations and deciding whether 
there is enough coverage in the area. 

Any advertiser who has a dealer or- 
ganization needs BMB-type data in or- 
der to assign co-op advertising costs 
among dealers. Beverage companies, 
for example, can split money for a spot 
campaign among bottlers by showing 
them how much circulation they are 
getting in their areas. Timebuyers 
feel that the existence of radio cover- 
age data has helped them to sell more 
clients on use of co-op radio. 

Q. How much does it cost stations to 
subscribe to Standard Report? 

A. Price of subscription is 70' « of 
what BMB No. 2 cost I for most sta- 
tions). Where the total cost of BMB 
No. 2 ran to $1,200,000, Standard Re- 
port will bring in its first measurement 
at an estimated $750,000. Pricing 
formula is based on the size of the 
station's BMB total weekly audience. 
A representative part of the rate card 
reads as follows: 20,000 total weekl) 
audience, $450; 50000, $858; 100,- 
000, $1,534; 500,000, $4,206; 1,000,- 
000, $6,634. 

For their subscription, stations get 
100 copies of data and maps of their 
own coverage. In addition, they re- 
ceive a report on the audience of com- 
peting stations in each of their own 
counties. Competitive information is 
furnished in a code to hamper boot- 
legging 1>\ non-subscribers. Baker, in- 
cidently. can act more aggressively to 
hinder non-subscriber use of data than 
was possible for the BMB. 

Q. How many stations are likely to 
subscribe to the Standard Report? 

A. There were 375 station subscrib- 
ers at presstime (see complete list on 
pages 28-9) and one network subscrib- 
er, CBS. The last BMB had 635 sta- 
tion subscribers and three networks; 
Baker hopes to have at least 500 sta- 
tions by the time the report is issued 
next fall. Subscriptions have been 
coming in regularly, despite the fact 
that Baker has not been waging an 
extensive promotion campaign. His 
main device for encouraging subscrip- 
tion is a price penalty for late signing. 
The tab goes up 20% beyond base rate 
if stations wait till the report is ready 
before subscribing. 

Baker points out that the price to 

25 FEBRUARY 1952 

stations of subscription could have 
been cul to half the present level if he 
had been able to count <>n 800 station 

Sa\s Baker: "Standard Report 
could reach a total of 800 subscribers, 
and thus cover even station important 
to national advertisers, if agencies and 
advertisers urged stations t<> cooper- 
ate. I he) can do it h\ simpl) impress- 
ing upon stations the great importance 
coverage data has in buying time. I 
know some timebuyers tell station- not 
to come in without bringing a BMB."" 

Q. Will the research technique use// 
by Standard Report differ from BMB 
Vo. 2? 

A. No. Information will again be 

Blue Skies 

. . . don't fool little Bismarck. 
He knows it doesn't take long 
for a few grey clouds to 
change the picture. In your 
case, KFYR can be the key to 
rich new markets which help 
you weather changing condi- 
tions. Any John Blair man will 
tell you How and Why. 



Rep. by John Blair 

Collected bj means of ballots mailed to 
a national sample. Total number of 
ballots is 670,000, 25,000 more than in 
BMB No. 2. 

In order to ju-l responses from 670,- 
000 families. Baker sent ballots to 
some of them as main as three limes. 
In all. Standard Report will mail out 
1,500,000 letters containing ballots 
with the total postage bill coming to 
$73,500. Into the first and third mail- 
ings of ballots as premiums go pockel 
combs. Just this one item costs a total 
of si 1,750 for 1,100,000 combs. 

Q. Why do many station executives 
sec red when tltc word BMB is men- 

A. Major stations in some instances 
feel that BMB figures represent an un- 
necessary expense since their coverage 
story has already been told and sold 
to agencies through the years by oilier 
means. They resent publication of 
findings for smaller outlets in their 
vicinity which show that their um- 
brellas have been pierced. 

Other stations are aggrieved at the 
discovery that competitors have slight- 
ly higher coverage in some of their 
key counties. These stations point to 
the fact that BMB data are not pre- 
cise and protest that they are being 
penalized unjustly when timebuyers 
decide arbitrarily between stations on 
the basis of a few percentage points. 

Another thorn for stations is the 
practice current among timebuyers of 
counting only SO'4 or more counties 
as primary coverage. Since the per- 
centage error is five, a 45 county might 
be just as good. And when the 45 
counties lopped off by timebuyers are 
heavily populated, the timebuyer's re- 

sulting estimate of the station's coal 

pel -1. 000 is bound to hurt the station. 

But the major factor causing resis- | 
tance to subscription in the 1952 kj 
Standard Report is the fear of what 
television has done to radio station 
coverage. Stations are reluctant to 
provide ammunition for groups like • ^ 
the ANA which have been campaign- 
ing for rate cuts. So far only a few sta- !i 
lions in TV markets have subscribed. 

Q. What good does BMB-type data'i . 
do for stations? 

A. Subscribers benefit, Baker says, 
because they can use the figures about: ' 
their own and competitor coverage in| 
their promotion. "In addition, and 
probably more important, the facts: 
about their coverage are readily avail-! 
able to agencies in a form which they 
will accept," Baker points out. 

All radio stations gain from thej 
study, timebuyers say. Reason: Cli-I 
ents are more prone to buy spot sched- 
ules if they can be shown how muchi 
circulation they are getting. 

Said one of the most astute time-! 
buyers in the business: "If only sta-j 
tions understood how radio is sold to! 
the client within an agency. We sell a| 
lineup, not just a single station with 
such-and-such coverage. The client 
wants to compare total circulation of 
radio lineup with ABC figures fo^ 
printed media. If radio can't come ujl 
with uniform figures, that throws cokj 
water on many a sale." 

Q. Is it possible to predict ivhat ef 
feet TV will have on reports of statioi 

A. Within limits, yes. To safeguan 
validity of the study, Ken Baker sert 

Only One Station gives you 

:q XI 


KCMO reaches eleven radio homes 
for every ten reached by the next 
closest Kansas City station. That's 
a bonus that adds up. Get proof— 
get the facts on Mid-America radio 
coverage from the Conlan "Study 
of Listening Habits" in the Mid- 
America area. Parts 1 and 2 of the 
3-part continuing study are ready. 
Write on your letterhead to 


5 0,0 WATTS 

125 E. 31st St. • Kansas City, Mo. 



out test mailings to 23 widel) separated 

areas. From results of these it would 
[appear that inroads of television will 
not hurt stations as badly as they fear. 
Maker points out that mam timebuyers 
have been pencilling estimates of cov- 
erage decline in their old BMB book- 
lets. Some timebuyers arbitrarily 
count coverage as down 30' i or more. 
Ihese off-the-cuff guesses, says Baker, 
may he hurting the stations more than 
would actual post-TV coverage figures. 

Q. Can Tl stations subscribe to 
Standard Report? 

A. ^ es. I heir coverage will he mea- 
sured along with that of every stand- 
ard radio and FM outlet in the coun- 
try. As yet no TV stations have sent 
in subscriptions "over the transom" 
and Baker has not made a pitch to 
them. The 1952 Standard Report will 
constitute the first coverage measure- 
ment in TV's history. Up to now TV 
has had only engineering and mail 
maps to indicate where viewing took 
place. Baker says his test results re- 
veal that surprising differences in cov- 
erage will show up for TV stations in 
some markets. This is due to techni- 
cal difficulties in reception among other 

Q. How often will Standard Reports 
be issued? 

A. That depends upon stations. If 
they're willing to subscribe even two 
lbs, Standard will conduct studies 
that often. But Baker believes the 19S2 
study may be the last for five vears. 
*He's concerned that in the post-TV 
freeze era radio stations will be too 
husy meeting TV competition as new- 
stations get on the air to consider par- 
ticipating in surveys whose results 
might he unpleasant. On the other 
hand, he points out. it might be to the 

advantage <>l radio to keep supplying 

the [acts rather than depending upon 
exaggerated guesstimate- of coverage 
decline in the post-freeze vears. * * * 


{Continued from page •">! I 

mercial radio station, KDKA, broad- 
cast the news (Harding-Cox Presiden- 
tial returns I on its first program in 
1920. Then, like many other early sta- 
tions, continued on the air with the 
play ing of records. Thus programing 
has completed the cycle. 

The thinking has undergone changes, 
perhaps not for improvement, but cer- 
tainly to meet competition. Today 
broadcasters are concerned with point- 
of-sale displays, product distribution, 
and merchandising. And, because ra- 
dio is endowed with the aggressive pio- 
neering spirit, the entrance into these 
fields will result in another spectacular 
success for the medium. 

Lee B. Wailes 

Vice President in charge oj 

The Fort Industry Co. 

Birmingham. Michigan 

KFWB, in a se- 
ries of weekly 
staff meetings, 
has constantly 
strived to im- 
prove its pro- 
graming. At these 
meetings, the staff 
members have 
analyzed radio 
habits and con- 
ditions in the 

a area and come to 


Southern Californi 
the following cone 

From the independent radio opera- 
tion viewpoint, there should be more 
and better co-ordinated newscasts with 
greater emphasis on local events. 

More local features are constantly 
being aired over KFWB. One of these 
features is the hourly weather fore- 
casts, which let the listener know what 
the weather is at the beach, the tem- 
perature of the water, how the condi- 
tions in the mountains are for skiing. 
This year, 1952, is a big year for 
politics and KFWB realizes this fact. 
During the latter part of 1951. the sta- 
tion put on the program Let's Talk 
Politics, which features the eminent 
political editor of the Los Angeles 
Daily News, Leslie Claypool. He pulls 
no punches and gives both sides of 
every issue in the political arena. 

An important part of the local-events 
scene is sports. In this connection, 
KFW B has just signed an exclusive 
radio contract to broadcast all the 
Hollywood Stars baseball games. 

A new type of disk jockey show has 
recently started on KFWB. Its m.c. is 
well-known Larry Finley. Not only 
does Finley play good popular music, 
but also devotes a considerable amount 
of his air time to public service. 

In Southern California there are ac- 
tually more automobiles than homes. 
We at KFWB are now planning to pro- 
gram for the automobile listener. In 
the past disk jockeys have spoken di- 
rectly to the housewife or to the lis- 
tener at home, they now speak also to 
the motorist. At the peak traffic hours, 
morning and evening, KFWB informs 
the car drivers of what routes to take 
to avoid traffic jams. 

Sydney Gaynor 
Assistant Manager 

In Boston 

25 FEBRUARY 1952 

"This program is transcribed" 

Bedevilled a? it is by the TV freeze, 
I HF, color television, and other 
weighty problems, the FCC could be 
expected to regard the issue raised by 
sponsor about the tagging of tran- 
scribed programs and TV film shows 
(see article page 38 1 as but a random 
zephyr. But to quite a number of spon- 
sors and agencies the lifting or revi- 
sion of what they consider an archaic 
regulation has weighty relevance. Some 
stronglv favor complete burial of what 
they term a withered remnant of the 
antediluvian age in electronics. They 
retail it was only recently that Con- 
gress got around to repealing the law 
which dealt with the maintenance of 
the Presidential stables, a convenience 
which fell into disuse with the early 
part of the Wilson administration. 

Cited as an example of how the tran- 
scription rule can take on the quintes- 
sence of absurdity is the treatment of a 

March of Dimes show on CBS several 
weeks ago. The program included stars 
appearing in Broadway shows at a time 
parallel with the broadcast and the tap- 
ing job wasn't actually completed un- 
til a half hour before the start of the 
broadcast. The high spot of the pro- 
gram came at the tail end when Helen 
Hayes, the m.c, in a hookup between 
New York and a Buffalo hospital, ex- 
changed amenities about the program 
with a young girl victim of polio. The 
announcement a moment later that 
"this program was transcribed" must 
have had the effect of a big letdown. 
In any event, nothing could have been 
more out of place. 

Kidded commercials cause ire 

Here's a tip to stations who have 
disk jockeys with a tendency to make 
like Arthur Godfrey and kid commer- 
cials. There are a number of impor- 
tant advertisers and agencies that have 
expressed a deep irritation over the 
practice and talk about cracking down. 
The ad people say they wouldn't mind 
if these ambitious mimics had the deft 
touch of segueing from a wisecrack 
to an ingratiating bit of straight sell- 
ing, but what usually emerges from the 
imitator is a combination of ill-placed 
humor and belittlement of the product. 

One agency executive tells of having 
to impart a sharp rebuke in connec- 
tion with a medicinal commercial be- 
cause the d.j.'s flippancy could have 
caused some trouble to the account 
from the Federal Trade Commission. 
Irked sponsors have asked their agen- 
cies to remind these local personalities 
that there are a lot of nuances to be 

considered in connection with trade 
laws and that, because of his inno- 
cence on such matters, the judgment of 
the humor-driven d.j. can be quite 

The TV Code 

When the new TV Code becomes ef- 
fective 1 March, it will be fortified by 
an operating fund of $40,000. This 
sum, raised among the small group of 
pioneer TV stations affiliated with the 
NARTB, is earnest money. It bespeaks 
serious intentions and en husiasm for 
a good-sense, good-taste TV Code that 
will satisfy the viewer and the adver- 

What happens to the TV Code dur- 
ings its early months will set the stamp 
on its future. A good s'art will be a 
blessing to an industry not noted for 
adherence to sound program standards. 
And a properly operating TV Code un- 
doubtedly will have its effect on radio 
program standards, too. 

SPONSOR wins Polk award 

SPONSOR is deeply gratified to be the 
winner of a special George Polk Memo- 
rial Award. Long Island Unhersity'f 
George Polk Memorial Awards Com- 
mittee singles out distinguished achieve 
ments by metropolitan newspaper mer 
"in the spirit of George Polk." and the 
university s announcement with regarc 
to the sponsor award was that it was 
"for a three-part series exploring th< 
validity of Red Channels." Polk, wht 
mysteriously disappeared while servinj 
as a CBS correspondent in Greece, wai 
believed among his fellow foreign cor 
respondents to have been the victim o 
Communist conspirators. 


Katz focuses on spot film 

A deep bow of appreciation is due 
the Katz Agency from the TV film 
making gentry for the skillfully and 
incisively documented job it has done 
with its presentation aimed to chal- 
lenge network domination of television 
programing. Katz gave the trade press 
a look at the presentation before un- 
veiling it before the 19 TV outlets it 
represents at a special gathering a few 
days ago in Chicago. The presentation 
builds to a factually-telling climax as 


one chart after another shows how na- 
tional sponsors with tailored half-hour 
dramas were able to get ample spotting 
in the heavily-crowded one- and two- 
station markets. These charts will un- 
questionably produce much tilting of 
the eyebrows when Katz gets around 
to pitching the display to Madison and 
Park avenue admen. 

The presentation graphically ex 
plains the thesis that the buyer of spot 
film programs has advantages in I 1 I 
that time and program costs thereby 
are cheaper than network; (2) that 

since 41 of the 64 present TV market 
are of one-station calibre the theor 
of network exclusivity is but a myt 
and that network clients must accej 
a mixture of live and kine broadcasts 
(3) that the matter of free market s< 
lectivity can prevail as against the po 
sibility of having to take station n< 
desired in network buying: (4) th; 
station is more prone to cooperate i 
clearing time, publicize the show, an 
merchandise the product, since it ne 
more from the spot sale than it woul 
from the network. 


YEAR 1900 

In 1900, a very familiar sign among hundreds of others was this one pictured above. 

sign tacked to the tree and the ad painted on a barn were a major part of America's advertising 

effort in 1900. And in those years it was successful advertising — it reached people! 

From this form of advertising, many companies grew to be today's largest manufacturers. 

Twenty-five years ago, radio had its beginning and soon had its place next to newspapers and magazines. 

Radio itself built great companies and made them even greater because it gave the advertisers 

a new method of reaching more people more frequently and more efficiently. 

Today, television has been added and with its added impetus of sight and motion, together with 

the spoken word, has already taken its place in the American "scheme of advertising." The basis of 

today's successful advertising is the more modern media . . . and television is the most modern 

of them all. Its full potency has not yet been determined. 

In WLW-Land we have found, however, that the combination of television and radio reaches 

more people more often and more economically than any other combination of media. The technique is 

as new and modern as television itself. 










IKLH IYW I bUc Her Lopy 3>B a Year 

TV program 

film section pp. 77-111 [ M en, mg 

& Motives 

, -49 12220 


M[M Y ORK 20 N Y 

Griffin Shoe 
Polish is 
Tops via Spi 

page 3 

Ad Managei 

I Like and 

What Does 

p.ige • 

Miller Higl 
Life Backs 
Its Teams 



TV Films: 


TV Films: 
10 Case 

page I 



* For more than 20 years, 
Midwest farmers have followed 
the leading markets over WLS 
each noontime. 

Entitled "Today's Farm Markets, 
this fast, comprehensive 11:40-11 :55 a.m. 
report provides the most complete and 
up-to-the-minute information on the air . . . 
or otherwise available . . . regarding the live stock, 
the grain, poultry, butter and egg, fruit and vegetable 
and other markets upon which Midwest farmers 
depend for the ready sale of their products. 

There is no more certain or 
effective way to bring your products 
and their advantages to the attention 
of this vast listening audience . . . 
-J^^T at a time when they have things to sell and 
*«MB». money to spend. 

F. C. Bisson. groin expert, 

b'oodt'a's'ing 11 mwtotT'ihi! Better write us today ... or see your 
*^^^^^^^_ John Blair man ... for possible availabilities 
^^^^^B and other result-getting WLS programs. 



CLEAR CHANNEL Borne of the NATIONAL Barn BancoX Chicago 


Tempest foreseen 
if Coy goes be- 
fore FCC for Luce 

Women change 

routine to see 

morning TV 

WCAR calls it 
lines up 197 stores 

"This program 
not transcribed" 

FCC rule forcing 

nets to divorce 



KMA study shows 

big differences 

between rural and 

city listening 

Washington political pot is expected by industry seers to overboil 
once again should Henry Luce, now staffed with whilom FCC chairman, 
Wayne Coy, embark on his proposed plan to_ buy KOB and KOB-TV, Albuquer - 
que . Coy's almost immediate return to bureaucratic scene as petitioner 
for broadcast interests could, say these cognoscenti, touch off sort of 
repercussions, mainly with political aforethought, associated with re- 
recent RFC and Revenue Department probes. Main targets have been gov- 
ernment officials who let little t i me pass before coming back to do 
bus iness at same old stand . 

In what is likely first investigat i on of its kind , special survey con- 
ducted by Advertest Research exclusively for SPONSOR discloses that 
one out of every 4 housewives viewing TV in morning (before noon) have 
changed t h eir ho u sework routine to all ow for TV . (See What's new in 
research?, page 50.) 

Week by week more stations come out with food st o re merchandising 
plans . New one by WGAR, Cleveland, has clever name twist — " Merchan- 
dising . " Two majors are tied in, Kroger 's and A & P, with total of 
197 cooperating st o res in northern Ohio. Advertisers must spend 
$5,250 net over 1 3 -week period or $5,200 net in 26 weeks to qualify 
for plan's benefits, including point-of purchase displays and in-store 
appearances by WGAR personalities. WGAR will call attention to prod- 
uct displays with 'round-the-clock air promotion and Merchaindising 
publication called "The Dial" (circulation: 3,500). 

Transcribed drama on radio has become so common, one show now makes 
point of announcing it is not transcribed ("Grand Central Station," 
CBS). One reason: Sponsor (Prom) wants high believability for inter- 
view-type commercials done live from Grand Central Station. 

CBS is reported resigned to eventual adoption by FCC of rule divorcing 
operation of radio and television f a cilitie s. In other words, net- 
works with both would be asked to choose between radio and TV, a la 
motion picture companies who were required by government edict to di- 
vorce their theatre-operating interests from producing activities. 

Striking difference between metropo l itan and rural listening pa t tern 
was uncovered in Pulse radio audience survey of KMA's (Shenandoah, la.) 
rural area comprising 23 Iowa, Nebraska, and Missouri counties. Mid- 
west rural sets-in-use level was found consistently 20 to 25% higher 
than New York City figures till 10:15 p.m. when rural audience de- 
clined steeply. Average sets-in-use for KMA area was: 6 a.m. -12 noon, 
30.7 ; 12 noon-6 p.m., 28.5 ; 6 p.m. -12 midnight, 29.0 . New York sets- 
in-use for same periods were 25.5 , 22.7 , 22. 1 respectively. New York's 
peak Monday-Friday audience was reached in morning, 10:00 to 11:00 
a .m. , when sets-in-use was 29.5. Top listening hour in KMA area was 
7:00 to 8:00 p.m. when average sets-in-use was 44.6. Survey date was 
November and December 1951. 

ICI'l'Olir TO SPONSORS for 10 March 1952 

NBC-TV charts 

value of 



Just announced NBC-TV Summer Study applies Hofstra research technique 
to determining h ow much advertiser loses by taking TV hiatus . Among 
key findings: (1) Brands staying on TV for summer increase relative 
competitive position from 20 to 57% ; (2) Brands off TV lose relatively 
by 10 to 14% ; (3) Brands staying on for summer show 28% better sales 
among viewers than non-viewers. Study was conducted in New York, 15 
August to 8 September 1951 among 3,000 heads of families. Dr. Thomas 
Coffin, who directed previous Hofstra studies, was in charge of proj- 
est. Industryites regard it as one more indication that TV planners 
are t rying to ward off h i atus habit early in television history rather 

than waiting till pattern is set. 


"Big Town" will 

be syndicated via 

UPT in April 

Part of deal in Lever Bros, switch of "Big Town" to film over CBS and 
6 non-connected stations involves added distribution of series first 
run in 29 markets not used by Lever (through United Television Pro- 
grams, Inc.). Local sponsors buying film in non-Lever markets can 
play day-and-date with Lever showings, if they wish. "Big Town" goes 
film 3 April and episodes will be available second run in October . 
Syndication of film shows on second run or simultaneously in markets 
sponsor does not use will be tried by increasing number of advertisers 
to amortize pa rt of their program cos ts. (See complete coverage of 
syndication, other film topics in Film Section, page 77.) 

Many agency timebuyers are concerned currently over excess emphasis 
being placed on cost-per-1,000 concept in radio and TV. No one doubts 
value of yardstick, but some see it as elevated to disproportionate 
importance in buying decisions (see article page 30). 

CBS-TV has already submitted to advertisers and agencies its special 
discount deal for those keeping programs on for summer instead of tak- 
ing 8-week hiatus. Under new plan, client gets extra 10% time dis - 
count after deducting station and annual discounts, plus 25% rebate on 
talent and production facilities costs. Last summer time discount was 
same, but network absorbed 53 1/5% of program bill s. 

Importance of spot radio as medium was dramatized in Broadcast Adver- 
tising Bureau study during January. BAB found (1) Over 1,000 national 
and regional accounts bought spot radio during January; (2) National 
Spot is more important medium than Outdoor with estimated 1951 bill- 
ings in spot at $155,000,000 compared to Outdoor' s national billings 
of $101,000,000 ; (3) Leaders in use of spot radio are (not necessarily 
in this order) Best Foods, Block Drugs, Borden Company, Colgate-Palm- 
olive-Peet, General Foods, Lever Bros., Procter & Gamble, Standard 
Brands, Vick Chemical, Whitehall Pharmacal ; (4) Largest users of spot 
by categories are foods, drugs and cosmetics, brewers, soaps . 

AP planning Importance with which all elements of entertainment-information indus- 
television try now regard future of TV film was indicated when Associated Press 
newsreel joined ranks of those preparing for plunge. AP has sample reel for 
what it told SPONSOR would be " a different t ype of TV newsre el." 


on cost-per-1,000 


CBS-TV summer 

program rebate 

cut from '51 

BAB throws light 

on importance of 

spot radio 

the rating services do agree 


is solid TV value 


There is a large and responsive audience 
waiting for your sales message at the 
start of the shopping day on NBC Tele- 
vision's "TODAY." For instance, the 
ARB national rating figures represent: 

1#129#000 average daily viewers 

18.0 weekly cumulative rating 

$1.94 cost-per-M per commercial minute 

markets are reached on a national scale, 
with 30 stations in the eastern- midwest 
areas already taking the show live. 

results start the day your first commer- 
cial hits the air and is seen by the entire 
family, before the shopping day begins. 

PRICES start as low as $2,200 for a parti- 
cipating sponsor; as little as $29,000 will 
buy a network TV campaign for 13 weeks! 

All this, and Garroway, too, on . . . 


10 MARCH 1952 

im.l.M FOR 10 MARCH 1952 


fVriffin: 17 -year spot wonder 

Largely through smart, consistent use of spot radio, Griffin gets an esti- 
mated $15,000,000 of shoe polish industry's total $35,000,000 sales 

Iff managers f liki* best and why 

A SPONSOR survey of account executives discloses the characteristic 
they look for in rating advertising managers 

Is < 'ost-per- 1.000 being misused? 

One of the most bruited about "yardsticks" in air advertising is cost-per 
1,000. Here is an analysis of how to use it correctly 

Miller backs the team 

Special section: TV films 


I. Panorama: Film makers are acquiring 
aura oi stahility 

2. Production: UoUyieood is getting TV 

3. Syndication: Lack of price consistency 
mars selling technique 

I. Film buying: Advantages of film are 
luring advertisers 

5. Case histories: Step-by-step in life of 
films; result .vtories 


How to sell a candidate 

Shrewd political tacticians getting ready for sizzling candidal 
campaigns by studying past radio and TV successes and flops 

Account execs I like best 

Vow-cost TV 

Pointers on how to buy TV with an under-$250,000 budget. Includes 
examples of campaigns conducted at low cost 






P. S. 








COVER: Answer to the question posed on 
this issue's cover is contained in a capsuled 
analysis of daytime audience participation 
contestants (What's new in research? page 
50). Coleen Gray, appearing as the actress, 
is a Hollywood star who has played on many 
radio and television programs, including "The- 
atre Guild on the Air," "Leave It to the 
Girls," "Twenty Options," "It's News to Me." 

Editor & President: Norman R. Glenn 
Secretary-Treasurer: Elaine Couper Glenn 
Executive Editor: Ben Bodec 
Managing Editor: Miles David 
Senior Editor: Charles Sinclair 
Department Editor: Fred Birnbaum 

Editors: Lila Lederman, Richard A. I 


ributing Editors: Robert J. Landry, Bob 

Art Director: Si Fran 


Photographer: Jean R 


Vice-President - Advert 

sing: Norman Knight 

Advertising Departme 
(Western Manager) 
eling Representative 
A. Kovchok (Produc 
Soley, John McCor 

nt: Edwin D. Cooper 
George Weiss (Trav- 
Chicago Office), John 
ion Manager), Cynthia 


Vice-President - Busines 

s Mgr.: Bernard PlaH 

Circulation Departme 

scription Manager), 
ine Villanti 

t: Evelyn Satz (Sub- 
Emily Cutillo. Joseph 

Readers' Service: Susa 

n P. Davis 

Secretary to Publisher 

Augusta Shearman 

Office Manager: Olive 


Publlehcd biweekly by SPONSOR PUBLICATIONS INC., 
combined with TV. Biecutlve, Editorial. Circulation and 
Ad>eiti»liig unices: r.io Madlion ira„ New York *1. 
N. V ToleiilM.no: Mlrrav Hill X 2772 Chicago Oflca 
1(11 B. Grand Ave.. Suite 110 Telephone: superior 7 -SMI 
West Coast Office: 8087 Burnet Boulevard, Loa Angela*. 
Telephone- Hillside 8089. Printing Office: 3110 Mim, 
Ave.. Baltimore 11. Md. Subtcrlptloni : United BUlea 
$8 a year. Canada and foreign 19. Single coplea Sfc. 
Printed In U. S. A. Addren all correipondence to He 
Madison Avenue New York 22. N. Y. Copyright 19S2 


for coffee 
and lumber" 

iys Q. T. HARDTNER, JR. 

sident, Ocean Coffee Co. and Hardtner Lumber Co. 


As the owner of both a highly successful coffee com- 
pany and an equally successful lumber operation, Mr. 
Q_. T. Hardtner, Jr. is doubly qualified to judge KWKH's 
selling power in the important Louisiana-Arkansas- 
Texas area. This is what he recently wrote us: 

Obviously builders and housewives are vastly 
3ved from each other in their buying habits; 
ever, I have for the past four years used KWKH- 

programs to successfully promote both Ocean 
ee and Hardtner' s Urania Lumber and have en- 
i considerable sales success with both. I am 
inced that KWKH is Ark-La-Tex's as well as 
iveporr's favorite radio station. In addition to 
regular KWKH programs, I have also used 
KH's Louisiana Hayride on Saturday nights and 
: dally recommend it to reach the big Ark-La* 

market. % 

(Signed) Q. T. Hardtner, Jr. 

,000 Watts • CBS 


Study No. 2— Spring 1949 
KWKH's daytime BMB circulation is 303,230 families, 
daytime, in 87 Louisiana, Arkansas and Texas counties. 
227,701 or 75.0% of these families are "average daily 
listeners". (Nighttime BMB Map shows 268,590 families in 
112 Louisiana, Arkansas, Texas, New Mexico, Mississippi 
and Oklahoma counties.) 


A Shreveport Times Station 



The Branham Company 


Henry Clay, General Manager 

that's what 
you like about 
the South's 

Baton Rouge 

87.3%, to be exact — accord- 
ing to the latest Census Bu- 
reau figures. The compari- 
son is 1950 (43,115 house- 
holds) over 1940 (23,016 
households). With total 
population up 257% in the 
decade, Baton Rouge is 
established as one of the 
fastest growing markets in 
the U. S. 

With exclusive NBC and 
local programming, WJBO 
reaches the largest overall 
audience of any station in 
the area. Yet since 1941 our 
rates are up only 16%% 
in the face of this almost- 
tripled audience potential. 
It's a buy! 

NBC's fil 5,000 watt affiliate in Baton Rouge, la 



ill Mm 


Robert J. Landry 

Where angels fear to tread 

Capitalism has been denned as the right to lose your shirt. It is 
a privilege which has, through the years, been abundantly exercised 
in radio by private entrepreneurs and only the other day was exem- 
plified (typically American, this) by a labor union going to the 
cleaner's for $1,500,000. To nobody's real surprise the last of the 
three frequency modulation radio stations of the International Ladies 
Garment Workers Union expired from sheer fatigue of monthly 
deficit. New York City's WFDR (named for you know who) like its 
even shorter-lived station-mates of Chattanooga and Los Angeles 
never had a chance. The whole undertaking had been rooted in 
dreams rather than economics. 

* * * 

And yet the ILGWU was no more amateur in its own way than 
many another licensee whose bones bleach upon the sands of vester- 
year. If it analyzed economic risk over rosily and took FM hopes 
for FM facts it could be recalled (to provide company for misery) 
that there was once an over-night "network" headed by that most 
improbable of corporation presidents, Ed Wynn. This long-since- 
forgotten Ed Wynn "network" came in on a wing and two cylinders. 
At the grand inaugural party frankfurters and sauerkraut were 
dispensed to the guests from the advertising agencies. Almost before 
the burps had subsided the network had, too. 

Al Smith was a flop as a broadcast enterpriser. So was Elliott 
Roosevelt. As recently as 1950 after much fanfare and phantasizing 
the Progressive Network, so-called, came out from behind potted 
palms at the Park Sheraton Hotel, arms raised and asking creditors 
not to shoot. 

* * * 

All this has point. There are 592 applicants, at present count, 
waiting hopefully for television facilities. Nothing is so certain as 
a due proportion of these applicants being suffused in an incurable 

* * * 

Few promotional possibilities so fascinate persons with extra 
money lying about as a broadcasting station — unless it's a new 
magazine. And yet the economics of the day are absolutely merci- 
less upon the amateur. The tip-off for the ILGWU had they but 
known came at the very outset when it was proclaimed to a union 
membership rally at Carnegie Hall (June 1949) that the ILGWU 
would make available to its dues-payers good cheap FM receivers 
at $20 each. Later the estimate was $35. Finally, the whole thing 
was forgotten. The union knew all about the cloak and suit busi- 
ness; couldn't be razzle-dazzled there; but it swallowed the FM line 
up to the last fraction of a decibel. 

(Please turn to page 66) 




Indianapolis, Indiana 


is pleased to announce the appointment 
of the 



as its exclusive national representative 
effective immediately 

For the Indianapolis story and availabilities 

on the Selling Station of Indianapolis, see your 



i59o kc Robert D. Enoch 1000 w-d 

Ljeneral fr\a.na.aer 

10 MARCH 1952 7 



"6,936,406 to 
be exact al- 
most all contain- 
ing proof of pur- 
chase. That's one 
letter every 4 6 sec- 
onds, day in day out 
7 days a week, 52 
weeks a year A rec- 

PZr^^ ord? Of course it is 1 And 
> 1 *\ it's also an indelible rec- 
5> ord of CKAC's faithful 

listenership. Our bulging 
ma 1 1 bags prove our point: 
-VN-. CKAC gets results- at low- 

est cost per listener 


CBS Outlet In Montreal 

Key Station of the 

A TRANS-QUIBEC radio group 



730 on the dial • 10 kilowatts 


am J. Young Jr. - New York, Chicago 

Omer Renaud & Co.— Toronto 




I understand that main new tele- 
\ ision stations are now building . . . 
and others are planning to start to 

Do \ou have a list showing which 
new stations and which new cities are 
being opened to television in the near 

Henry Dorff, Dir. of Adv. 
Gruen Watch Co. 
Cincinnati, Ohio 

• SPONSOR'S 14 January i-ur carried a facts- 
and-fignrcs story on thp TV outlook for 1952 
after the freeze lift-.. Several listings show which 
new areas may pet TV first; how fast set rircula- 


SPONSOR'S January 28th article about 
timebuvers is one of the best I've ever 
seen and of vital importance to the 
industry as a whole. About time these 
over-burdened, seldom-recognized, but 
most essential people get some kind of 
a break. 

It's been my pleasure to work with 
a good many of the timebuyers in New 
York and it"s a privilege to say that 
I've never been treated fairer by any 
one group of people. 

Hope sponsor continues to top them 
all with great firsts like this article. 
Keep it up. 

Ken Hildebrandt, Sales Mgr. 
KYA, San Francisco 


I enjoyed your article on Cities 
Service in the February issue. I liked 
the show when they had it on tele- 
vision, and would like to see it back 
again on that medium. 

G. L. Thomas. Jr. 

Three Springs Fisheries 

Lilypons. Md. 


Here a an experience that I can't 
help but pass on to you. It's really 
funn\ in a wa\ it actually happened. 

I have just completed a new scries 
nl I'm Storage Spots for radio broad- 
casting and was editing the scripts, 
getting read) to do the recordings. 

In this series of scripts we feature 

the moth as a terrific enemy of man- 
kind. And while editing these scripts, 
I noticed moths flying around in mv 
office. I killed about six or eight of 
them and then decided to look around 
to see from whence they came. 

I recalled that several months ago, 
my wife had given me her mink coat 
and silver fox scarf to take to a fur- 
rier, to be repaired. I hastih stuffed 
them in a corrugated box and put the 
package under a table in my office. 

I went to the box — opened it and 
about a thousand moths flew out. 

I took the box on to the roof of our 
building and emptied it out. There 
wasn't enough left of that fur coat and 
scarf to make a slipper! The moths 
had done nothing short of murder to 
the fur pieces. 

I was madder than hell and returned 
to my work with a vengeance. Now 
we're going to push like hell to keep 
the moths from eating other people's 
fur coats. 

Harry S. Goodman, Pres. 
Harry S. Goodman Productions 
New York 


On page 40 of your January 14 is- 
sue, you ran a picture of pharmacist 
Levinger and his store in connection 
with the article "Small-town pharmacy 
builds big with radio." 

We'd like to get a glossy print of 
these photos to use in a local mailing 
piece for a radio station to druggists 
in this area. We'd like to make our 
engravings of this from your photos 
and will return them immediately 
upon use. 

Arnold Fochs 

I.F.I. Advertising Agency 

Duluth, Minn. 

• SPONSOR photographs are occasionally avail- 


The feature, "Why don't advertis- 
ers use more farm radio?" in the Jan- 
uary 14th issue of sponsor was very 
good. We would like to see more arti- 
cles like this. 

There was, however, quite a little 
concern on our part relative to a cou- 
ple (if items in the article — 

1. On page 25 it was stated, "a few 

big stations with large rural listening. 



I Please turn to page 71 i 


This Is The Brent Gunts Show! 

. human interest 


NBC In Mart/land 


10 MARCH 1952 

It's all the same to us 

The seasons are all great in sunny 
Southern California. During June, July id 
and August, for example . . . 

of the year's retail business is done 
during the three Summer months. Sumr;r 
sales alone amount to almost 2 billion 
dollars—more than the total annual ret;i 
sales of Ft. Worth, Nashville, Provideno 
Omaha, Tampa and Tacoma combined. 

more than 3 million free-spending out- 
of-state tourists rolled into Southern 
California. . . 39.2% of them in the Sumnr 

Summer, radio attracts the same 
big audience in Southern California. 
(Sets-in-use show only a slight difference 
—20.9 March-April, 20.8 July-August, 2 
November-December.) And season 
after season, it's KNX that attracts the 
biggest audience, with a Summer 
average share of audience of 21.1 in 
Los Angeles— only 6/10 of one point belti 
November and December. 

You can sell as well in Southern Calif on a 
during the Summer as you do any 
other season of the year. Just use . . . 


Los Angeles— "The All-Year Mar 
■ CBS Owned • Represented by CBS Radio Spot Ses 

Calif. State Board of Equalization 

Sales Management Survey of Buying Power. 

Los Angeles All Year Club, Pulse of Los Angeles. 

ill, winter, spring and summer! 

Ifiou yet a 






434 East Wood Street 
Paris, Illinois 

'PARIS is a IrVFBM-TV town!" 

WFBM Radio Is First 
in Listening, Too! 

* FIRST in the morning] 

* First in the afternoon] 

* and a Great Big First at Night] 
50% more listeners at night than 
any other Indianapolis station. 

•k Hooper Ratings, February through April. 1951 

# The people of Paris, Illinois, are no different than those of Paris, France, in 
at least one respect . . . they like good entertainment, too! And they get it on 

So do their neighbors — not just in their own Edgar County, but in neighbor- 
ing Illinois and Indiana counties, a long way beyond WFBM-TV's 60-mile 
radius. And that adds up to a big BONUS market tapped by every WFBM-TV 
advertiser! Literally thousands of folks — on farms, in villages and cities — many 
more than 60 miles from Indianapolis, tune in this First Station in Indiana 

And of course, WFBM-TV's 60-mile radius includes one of the country's 
richest market areas. Good jobs at high rates of pay mean there's money to 
spend . . . mean big money is spent ... in this heart of Hoosierland. WFBM- 
TV moves merchandise in this market ... it will move yoursl 

*?&i4t **t yadiotta, 

(fytuutel 6, *}*uUcutafroU& 


O N A L L Y 


New and renew 

10 MARCH 1952 

I. New on Radio Networks 


........... I Shoe Co 









J 10 



World News With Robert Trout; Sun 5:30-5.-; pm 

Feb; 52 wks 
Hollywood Star Playhouse; Sun 5-5 :30 pm; 24 1 

i Wife; 1M-F 5:4 

Howdy Doody; Sat 

10 Feb; 52 wks 

I Mar; 52 wks 
am; 3 Mar; 52 wks 

2. Renewed on Radio Networks 



e, star 

, duration 

;hristian Seien 

e Mon 

tor \i 

ws the Ne 


T 9 

pm; 26 Feb; 

.-,2 wl 

Jenny; Ml 1 


o pm; 

17 Mar; 



en in My Life 

i 1:45 

-5 pm 

24 Mar; 



Ulen Show; M 


1 1 pn 

; 17 Mar 



bag Walton llutterli. 1,1 

Ruthrauff & Ryan 

3. Veie National Spot Radio Rusiness 


Kenyon & Eckhardt 


Apr; 13-26 wks 

4. National Rroadcast Sales Executives 




Michael Dann 

NBC-TV, N.Y., coordinator prog pa 


Same, superv special broadcasts 

Harold K. Deutsch 

Central Feature News, N.Y., assoeia 

t - 

WINS, N.Y., sis prom mgr 

Walter Duncan 

Paul H. Raymer, N.Y., asst to pres 

MBS, N.Y., acct exec 

Mark Finlcy 

Mutual Don Lee, Hlywd., pub re 

, re- 

Raymer, N.Y., head adv, research, 

prom dept 

James C. Fletcher Jr 

Midnight Sun Broadcasting Co, 
eastern sis mgr (KFAR, Fairb 
KENI, Anchorage) 


Same, head N.Y. sis office (60 Wes 

t 46th St) 

Roy W. Hall 

WCCO, Mnpls., sis mgr 

Same, asst gen mgr 

Eugene D. Hill 

WORZ, Orlando, gen mgr 

Same, also vp, member board dir 

John C. Holahan 

Foley and Gordon, N.Y., gen conns 


Same, also vp 

William Kalan 

Schwerin Research, N.Y., sis mgr 

Same, vp-client relations 

William J. Kaland 

WNEW, N.Y., script-prod dept mg 

Same, prog dir 

David Kittrell 

Crook, Dallas, dir media, research 

Katz Agency, Dallas, member sis 


Howard Klarman 

WMCA, N.Y., prom dir 

Same, acct exec 

Patricia Maclnnis 

WJBK, Detroit, member prog dept 

Same, prom, pub dir 

Raymond K. Mineral 

Schwerin Research, N.Y., prod dir 

Same, prod vp 

• In next issue: New and Renewed on Television (Network and Spot); 
Station Representation Changes; Advertising Agency Personnel Changes 

10 MARCH 1952 



efer to New and 
Renew category 
Mark Finley (4) 

J. C. Fletcher (4) 
A. C. Schofield (4) 

Tony Mot 

New and renew JO March 1952 

4. national Broadcast Sales Executives (continued) 

rthur C. -. Id 

. H.. I. ,i.l Swift 



Schwerin Research, N.Y., 
WMCA, N.Y., acct exec 
KNXT, L.A., sis prom mgi 
WNEW, N.Y., prog dir 
WREX, Duluth, comml .,, 
John E. Pearson, Chi., ac 

WNBT, N.Y.. pro 

II. Ray 


WCBS-WCBS-TV, N.Y., gen 
O. L. Taylor Co, N.Y., prcs 
O. L. Taylor Co, N.Y., vp 
KTBS, Shreveport, La., loei 
KTBS, Shreveport, La., men 
Callaher Drug Co, Dayton, 

, IN. V., vp in charge TV 

w mow .TV. !>:•> 

5. Sponsor Personnel Changes 



, Pcabo.Iy & Co, of Car 

National Sugar Refining Co, N.Y., adv r 
Pabst Brewing Co, Mnpls., head Minnpso 

body & Co, N.Y., ! 

RCA, Camden, 

asst to v 

. ,,. 

III...... i,„tr, 

met ,\,s 


Young & Rubic 

am, N.Y. 


of TV, radio 

>- Products Corp, N.Y., 

6. New Agency Appointments 

Atlantic Products Corp. Trenton 

Frankenmuth Brewing, I r.,„k ........ il.. Mich 

Golden Nuggctt Sweets Ltd, S.F. 

Goorh Milling & Elevator, Salina, Kan. 

William Grctz Brewing Co, Phila. 

Sealrighl Co, 1 
Shawmut Dair 
( harlea «.. •-... 

Ik, N.Y. 

n, N.Y. 

* Inc, New Freedor 

Feed, flour produc 

I ,.,,, ,-l ..,:!,. , & Tor 


Robert Acomb, Cincinnati 

Ralph Sharp, Detroit 

Conner, Jackson, Walker & McClure 

R. J. Potts-Calkins & Holden, Kansa 

City, Mo. 
Schcideler, Beck & Werner, N.Y. 
Buckley, Phila. 
W. Wallace Orr, Phila. 

, Chi. 

\ V. 

Kenneth Rad< 
Wcightman, Phila. 
Ellis, Buffalo 
Rand, N.Y. 

Cetsehal & Richard, N.Y. 

Weiss & Celler, N.Y. 

Gerst, Sylvester & Walsh, Cleve. 

Marfree, N.Y. 

C. Wenkcl Mucnch, Chi. 

Robert Conahy & Associates, N.Y. 

Farquhar & Co, Utica 

Grrgory-Giczandanncr, Houston 

Dorland, N.Y. 

W. Earl Bothwell, N.Y. 

Copley, Boston 

Kid, Ehrlirh & Merrick, Wash. 

Wllklnson-Schiweta & Tips, Houston 

Hewitt, OgUvy, Benson & Mather, 

Dowd, Kc.lfi.ld & Johnstone, N.Y. 









12 Noon, 6:15 P.M. 

Hard-hitting news coverage is more vital 
this year than ever before. KPRC's nationally recog- 
nized news staff is TOPS in the Southwest ... in num- 
bers, in sponsored hours, in accurate on-the-spot coverage. 
Each man combines the duties of newscaster, news writer, 
and news reporter, under the able direction of Pat 
Flaherty, the South's most respected newscaster. 
Nowadays, NEWS comes FIRST . . . and 
KPRC is FIRST with the NEWS! 

Houston's Only Complete 
Radio News Staff 



Weather Chief, 

5:30 P.M. Weathercast, 

10:00 P.M. News 

On Military Leave, 
Serving as Marine Corps 
Correspondent in Korea 


On Military Leave, 
On duty with the 
Submarine Service 

NBC and TQN on the Gulf Coast 
Jack Harris, General Manager 
Nationally represented by 
Edward Petry and Co. 


7:15 A.M., 8:55 A.M., 

10 MARCH 1952 

Capitalize in the World's Chemical Capit 


Du Pont's new $30,000,000 research 
laboratories near Wilmington — 
bright symbol of the city's future, 
signpost on the new frontiers of 

JOHNSON REEVES, Wholesale Grocer 
— Reeves, Parvin & Co. supplies 
many of Wilmington's 617 groceries 
whose annual sales are $39,000,000. 

SAMUEL JURIKSON, Children's Wear 
Dealer His shop, Alexander's, is 
one o\ i"i stores «ith combined 
apparel sales of $23,131,000 a year. 

MRS. W. R. BOVARD II, Housewife- 
She presides over one oi Wilming- 
ton's 35,500 radio-equipped house- 
holds, key points for sales impact. 

— Household furnishings a 
$16,321,000 a year to 
stores like Poole's Elec 

Employed by Spe.ikm.in < 
of Wilmington's 15,800 
workers. He regularly runes VlL 


,MINGTON-and All of America's 3rd Market 



lot Power Alone... 

ilmington, crown jewel of "The Diamond State," 
counts for 86 per cent of Delaware's industrial prod- 
ts. More important ... it is the state's largest single 
irket. The 110,000 inhabitants boast a per family 
come of $7,199 — 59 per cent above the national 
erage. Many are employed by the country's giant 
rporations . . . duPont, Chrysler, General Motors, 
illman . . . or by other of the area's 163 manufacturing 
ints. An outstanding market in every way . . . well- 
vered by an outstanding station, WFIL, whose 5,000 
itts outpull 50,000 watts in Wilmington. 

.But Selling Power 

ility to buy results in $189,000,000 of retail business in Wilmington 
:h year. And wherewithal is translated into action throughout America's 
II Market . . . provided you hit hard in Philadelphia and in 147 "home 
rkets" outside city limits where more than half the area's shopping 
es on. Dip into this brimming till. Exploit $6 billion in purchasing 
Aer. Do it with WFIL, covering two out of three radio homes in the 
County Retail Trading Area . . . stretching way beyond into a total 
erage area with 6,800,000 people, $9 billion in purchasing power, 
edule WFIL. 





George A. 

Chairman of the board, an austere title, may conjure up to some 
the image of a stern-faced man giving orders to scores of nameless 
subordinates. Jay Hormel may have the title but he's the antithesis 
of the stereotype. 

For Hormel likes people and, along with Hormel interests, em- 
ployee welfare is one of his prime considerations. He believes that 
employers must get over the idea that it's right to turn thousands of 
people out of work because there's nothing for them on a given day. 

It's not just talk. Hormel, with 8,000 employees, is the largest 
firm in the country with a completely obligated annual wage. Other 
Hormel "musts": a man must' be given a year's notice before being 
fired; an incentive plan to perk up production and morale. 

As the son of founder George A. Hormel, young Jay needn't have 
worked hard to achieve a degree of success. But that's not the way 
he operates. During school vacations, starting in 1914, he worked in 
the Austin plant and interrupted his embryonic career to serve as an 
infantry lieutenant in World War I. During this military service, 
Hormel became interested in the problems of ex-servicemen, and 
active in the American Legion. He maintained these interests on his 
return to civilian life. 

Hormel took over the presidency and pressures of business when 
his father retired in 1927 (he became chairman of the board in 1946 
when his father died). A "shirt sleeve executive" Hormel initiated 
research and experimentation that led to canned ham. Later, in 
1937, pork shoulder with ham added became Spam. 

When World War II ended, Hormel wanted to do something for 
the country's most neglected veterans — in his opinion, the female 
ex-G.I. His scheme started as the first all woman post in Austin 
(Spam Post 570), blossomed into an all girl drum and bugle corps. 
Today, on 115 CBS stations they're known as the Hormel Girls 
Caravan (Music With the Hormel Girls). 

With his travelling air show Hormel achieves all his aims. When 
the Li i rls are not putting on a show, they go calling on grocers in the 
point-of-broadcast town to help boost the Hormel line. The Caravan 
gives Hormel a network show with some of the advantages of a spot 
radio effort. The $500,000 air expenditure (30% of the total ad 
budgel I helps Hormel lead the industry in sales. 



time buyers 

1 don't want 

off "the hook"! 

A hook-shaped strip, 10 miles wide and 150 miles 
long, bordering Puget Sound, is home for 86.9% of the 
population of the entire 15-county Western Washington 
market, although only 7% of its land area. 

KJR's efficient 5,000 watts at 950 kilocycles covers 
this tidewater market with no waste, and at low cost. 

BMB proves KJR reaches all of Western Washing- 
ton's 15 counties, and saturates the all-important "hook" 
of Puget Sound. 

Buy KJR for efficient, low-cost, no-waste circulation! 




10 MARCH 1952 



that you how get: 

w Choice Availability 

^TtfWegro Audience 
^/ Contacting: 




Rt?RtiENT€oey inoie J ALE* 



iVeti? developments on SPONSOR stories 

See: "The lipstick that defied tradition" 

ISSne: 12 March 1951, p. 30 

Subject: How Hazel Bishop Lipstick zoomed 
from unknown to best